There is increasing evidence of the effectiveness of shorter lengths in TV and online – and of the strategic purposes and media channels they are best suited for. Shorter lengths are less likely to be appropriate for emotional storytelling or complex messages.
Definition
TV advertising is produced and paid for by marketers to reach a target audience during TV air time. The cost of TV buying varies depending on ad length and positioning. TV ad length can range from six seconds to several minutes. The medium is in rapid transition and is continually evolving and adapting to meet consumers’ changing...