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

MANAGEMENT SLANT

  • 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...