A recent analysis done by ARF (Advertising Research Foundation), says that “six-second television spots are viable - and powerful - tools of audience engagement”.
Over the last 30 years we have seen the length of television spot popularity and efficiency decrease from 60-seconds, to :30’s, to :15’s (now accounting for 69% of all broadcast spots), You can expect to see :06 second spots breaking through next.
The :06 second spot is already the favorite on digital video such as YouTube, as short-form spots are the most popular among millennials.
The research shows, “the short-form powerhouse is broadcast TV, with a meager 1% of placements driving a 21% share of impressions - translating to a 20.4 reach ratio”.
Are you using :06 second spots yet? Or are you still stuck in the past? It might be time to start planning for the future of Television and Video marketing.
Source - WARC
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