Strategies for more effective six-second video advertisements: Making the most of 144 frames

Six-second advertisements are a recent advertising format growing in popularity. Despite their growth, little insight exists on how to craft successful six-second advertisements.
Campbell and Pearson


  • In most cases, 15- or 30-second advertisements cannot communicate the same message in six seconds.
  • The brevity of six-second advertisements forces use of modified and experimental narrative structures that are relatively new to video advertising.
  • Six-second advertisements are more successful when filmed in a style that differs from that of typical video advertisements.
  • As six-second advertisements rely on audience knowledge to a greater extent than other advertisements, precise targeting is very important to their success.
  • Six-second advertisements are often more effective in combination with other advertisements, highlighting the need for more advanced cascaded targeting tools....

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