Context, not screen size, should determine ad length

08/13/2014 | ClickZ

Marketers should consider context when deciding on the length of digital ads, not simply determine length based on delivery method, writes Paul Bremer. Analyzing ad completion rates is one way to determine whether the message is engaging, and marketers should look for ways to connect on a personal level with viewers for best results -- even if it means a long-form video.

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