By Erica Sweeney
Originally published in Marketing Dive
As marketers continue to experiment with different video ad lengths, the Research Intelligencer and Pollfish findings might throw some cold water on extra-short video ads, which have grown increasingly popular, not just on online platforms like YouTube and Snapchat, but also on TV. Some of the early interest and investments in the format, where ads run just five or six seconds in length, could be amplified by its novelty, per MediaPost.
While traditional video ad lengths still dominate ad spend, marketers are beginning to spend more on short-form ads as they try to capture shrinking attention spans and adjust to a growing preference for mobile-first viewing. Short-form ads drove 6% of TV impressions despite accounting for just 3% of ad placements, per the ARF and TVision Insights study. However, such findings might be misleading due to these ads' infrequency and placement around primetime programming, per MediaPost. Fox, the first major network to bring six-second ads to TV, tested them around popular events like the Teen Choice Awards and NFL games, for example.
Short-form ads can still be cost-effective for marketers because they can be used across different platforms, repurposed to target specific audiences and paired with longer brand content to help tease or build out a story. Advertisers running short-form ads with longer-form ones during the same program saw a 10% lift in attention, according to the ARF and TVision Insights.