Six-second spots achieve a 55% average view-through rate when watched on mobile but score only 3.6 for emotion, compared with 5.1 for 30-second spots, Teads and Realeyes have found. Their study recommends that advertisers add calls to action to shorter ads to link to longer content, and a YouTube report last month found that the brands enjoying the most success on YouTube were using short-form video developed specifically for the format, not simply cut down from longer ads.
6-second ads achieve high mobile views, need emotion
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