The rise in short form ads on TV – opportunities and challenges

Examines the opportunities and challenges in using short form ads on TV by looking at the changing TV landscape and short form ad effectiveness.

Short form advertising is not a new phenomenon. In our daily lives, short form ads are arguably the most common form of advertising we interact with, especially for those who spend a lot of their time online.

What has changed however, is the number of brands that have started using short form ads (defined here as 5-7 seconds) on traditional media such as TV.

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