Viewer impatience may explain why ads lasting ten seconds or less outperform longer spots
A research team led by professor Inyoung Chae of Sungkyunkwan University (SKKU), together with professor Beth L. Fossen of Indiana University and professor Philip Kim of Texas Christian University in the United States, has demonstrated that ultrashort "micro ads" lasting 10 seconds or less are significantly more effective than longer, more elaborate advertisements at driving immediate online…
A team of researchers led by Inyoung Chae from Sungkyunkwan University, along with Beth L. Fossen from Indiana University and Philip Kim from Texas Christian University, has found that micro ads lasting 10 seconds or less are more effective than longer ads at driving immediate online visits and consumer engagement. Using TV advertising data and a social media experiment, the researchers discovered that micro ads increased website visits within five minutes by 10% to 40% compared to longer ads, even outperforming 30-second ads by 13% to 28%.
Shorter ads also generated more clicks and greater community engagement on social media, even when they conveyed the same information. The researchers attributed this phenomenon to viewer impatience, which can be mitigated by encouraging a future-oriented mindset. The findings suggest that companies can create more economical and practical marketing strategies by using short ads that quickly communicate key messages, reducing viewers' burden and increasing the likelihood of immediate actions like online searches or website visits.
Written by urgent.news from Phys.org's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
