With the evolution of new video platforms such as Vine and Instagram, the ability to skip an ad after five seconds on YouTube, and the proliferation of smart mobile devices, consumers (including
myself) are beginning to see even 15 seconds as too long, let alone 30 seconds. So what do you do if you’re not hitting the sweet spot for the effective 30-second ad? There is a huge opportunity for
marketers and publishers to embrace micro-video ads, particularly when the core content message is whittled down to one minute or less. Whether it’s the 6-second spot on Vine or the 15-second spot on
Instagram, marketers are being challenged to create more concise messages to engage consumers, especially via mobile or when they are on-the-go.