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 new to video advertising.
- Six-second advertisements are more successful when filmed in a style that differs from that of typical video advertisements.
- As six-second advertisements rely on audience knowledge to a greater extent than other advertisements, precise targeting is very important to their success.
- Six-second advertisements are often more effective in combination with other advertisements, highlighting the need for more advanced cascaded targeting tools....