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Ad lengths & formats

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

Research Paper • Colin Campbell and Erin Pearson, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 260-275

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.

What we know about TV and video ad length

Article • WARC Best Practice, August 2021

Provides marketers with information and guidance about determining the optimal TV ad length.

WARC Talks Attention

Article • Karen Nelson-Field, Mike Follett and Ian Edwards, WARC Exclusive, May 2021

WARC talks attention with Karen Nelson-Field, CEO and founder of Amplified Intelligence, Mike Follett, managing director at Lumen Research, and Ian Edwards, head of connection planning at Facebook.

What we know about short-form video

Article • WARC Best Practice, May 2021

Provides marketers with information and guidance about short-form video.

What we know about scheduling TV ads

Article • WARC Best Practice, November 2020

This article provides marketers with information and guidance about scheduling TV ads.

Tips for making better six-second ads

News • 06 November 2020

Six-second ads can heighten their impact by referencing campaigns, assets and characters that are associated with a brand, a study published by the Journal of Advertising Research (JAR) has found.

Mars’ secret for success in digital: focus on peak attention

News • 18 August 2020

Mars, the food-to-petcare business, sees attention as an important metric in its digital advertising – and “peak attention” in particular as a crucial moment for delivering an emotional message.

Biden campaign outlines ad strategy

News • 05 August 2020

Democratic nominee Joe Biden’s presidential campaign is aiming to spend heavily on TV ads in the run up to the election and will also utilise 60-second spots, all of which stands in contrast to the Trump campaign.

Attention as ‘table stakes’

News • 09 June 2020

A complacent – and confusing – media measurement system needs shaking up and any new structure for planning and buying communications strategies should have have consumer attention at its heart, says a senior executive at Dentsu Aegis Network in The

COVID-19: Impact on video consumption trends in India

Article • Mindshare, Vidooly, Research on WARC, June 2020

With the world’s biggest democracy under lockdown, Indians are trying to adopt new lifestyles by staying indoors and cultivating new habits.

Attention should be the new table stakes when it comes to media measurement

Article • Jonathan Waite , WARC Exclusive, June 2020

The current impression measurement system is confused and needs challenge and disruption.

How to do video on LinkedIn

Article • Brian Carruthers, WARC Exclusive, April 2020

LinkedIn undertook research into the top-performing videos on the platform across EMEA to understand what works best.

Single, long-term campaigns more effective than multiple short campaigns

Article • Josie Tutty, Event Reports, Future TV Advertising Forum, February 2020

Using an analysis of the Australian Effies database, consultant Robert Brittain revealed that single long term, complex campaigns are more effective than multiple shorter campaigns.

The effects of commercial length on advertising impact: What short advertisements can and cannot deliver

Research Paper • Duane Varan, Magda Nenycz-Thiel, Rachel Kennedy, and Steven Bellman, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 54-70

There are competing explanations for why longer advertisements are remembered better, such as more time to memorize, add branding and claims, tell stories, and get attention, with some acknowledgment of diminishing returns.

Facebook brand videos watched for 4.57 seconds on average

Data • Rob Clapp, WARC Data Points (Curated), February 2020

An overview of the average time viewers watch brand video content on Facebook.

Understanding the impact of short-form ads

News • 14 February 2020

Shorter form ads can at least match the performance of 15-second commercials on various important metrics for brands, according to a paper published in the Journal of Advertising Research (JAR).

Shortcutting video: The impact of ultra short ads

Article • Research on WARC, February 2020

In a world where consumers are becoming increasingly impatient, more easily distracted and stimulated, we have to avoid too long or too little entertaining expressions, the shorter the better.

Ultra-short ads land with consumers

News • 12 February 2020

An ultra-short advertisement of as little as two seconds is able to convey brand, product and message more effectively than the first few seconds of a regular 30-second online spot, according to new research.

Mastering short-form video

News • 27 January 2020

The growing popularity of platforms like TikTok highlights the need for marketers to master the short-form video format – a task which necessitates balancing the higher completion rates they can achieve with the lower emotional engagement that such f

How to make short-form video resonate

Article • Mihkel Jäätma, WARC Best Practice, January 2020

With short-form video advertising becoming more popular, marketers need to better understand how to make shorter formats engaging.

Content, targeting and the new era of platforms: The Hershey Company’s CMO, Jill Baskin

Opinion • Cathy Taylor, November 2019

This interview is part of the Marketer’s Toolkit 2020. Download the summary report here .

The long and the short of B2B online video

Article • Christopher Hosford, ANA, B2B Marketer, September 2019

Discusses the state of video marketing among B2B audiences and the way it is executed, including lengths, formats and context.

Smarter video planning

Opinion • Alex Brownsell, September 2019

Video planning is changing, and this month's edition of Admap evaluates the landscape. WARC's Senior Editor - Media, Alex Brownsell, explains what strategists need to know about video in an ever more digital world.

Video ad length: Let’s face it, size does matter

Article • Will McMahon, Admap, September 2019

A proliferation of video ad formats and lengths requires brand to prioritise which assets to create to ensure campaign effectiveness.

Video ad formats: The road to successful digital video advertising

Article • Alex Gevers, Pieter Mees, Cosima Serban, Roger Williams and Estelle Reale, Admap, September 2019

A best practice guide from IAB Europe to key online video formats and lengths, and how to prepare for and measure video campaigns.

What we know about TV and video ad length

Article • WARC Best Practice, August 2021

Provides marketers with information and guidance about determining the optimal TV ad length.
What we know about scheduling TV ads

Article • WARC Best Practice, November 2020

This article provides marketers with information and guidance about scheduling TV ads.
What we know about short-form video

Article • WARC Best Practice, May 2021

Provides marketers with information and guidance about short-form video.
Strategies for more effective six-second video advertisements: Making the most of 144 frames

Research Paper • Colin Campbell and Erin Pearson, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 260-275

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.
The effects of commercial length on advertising impact: What short advertisements can and cannot deliver

Research Paper • Duane Varan, Magda Nenycz-Thiel, Rachel Kennedy, and Steven Bellman, Journal of Advertising Research, Vol. 60, No. 1, 2020, pp. 54-70

There are competing explanations for why longer advertisements are remembered better, such as more time to memorize, add branding and claims, tell stories, and get attention, with some acknowledgment of diminishing returns.
Smarter video planning: Admap summary deck

Article • Admap Magazine, September 2019

A summary of new thinking and best practice on smarter video planning from Admap.