Six-second advertisements on television: Best practices for capturing visual attention

Henry G. Wolf VII and Paul Donato

Six-second advertisements are used widely in digital video but only recently have appeared on television.

MANAGEMENT SLANT

  • With visual attention as a proportion of advertisement length, six-second advertisements are effective because of better positioning but also because it is easier to view a greater proportion of the advertisement when it is only...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today