Marketers have faced a challenge in trying to tell a brand story in the six-second format that has become more common on social media platforms looking to ensure users don’t disengage because of ads that are too pervasive and too intrusive. Magna, IPG Media Lab and Snap’s study suggests that six-second ads can be as effective as 15-second ads in helping brands not only to raise awareness, but also to increase brand preference, search intent and purchase intent.
