Ultra-short digital ads are more effective in delivering message than initial seconds of longer ads

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 12, 2020, 11:40 AM UTC

These ads don’t do as well on originality.

According to a study conducted by IPG Mediabrands Netherlands and Sanoma, an “ultra-short” ad of a minimum two seconds is capable of delivering the brand, product and message more effectively than the first few seconds of a 30 second ad online. EEG and eye-tracking was used to understand brand recognition and engagement for 2” and 6” ads.

90% of those tested recognised the product in the two second spot. For the same duration, 98% were able to see what brand it is. Further, 70% understood the messaging.

Where higher levels of attention and attraction were reported by participants viewing the shorter ads, these ads scored less on fun and originality. However, a two second ad cannot successfully convey a complex message.

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