PT  - JOURNAL ARTICLE
AU  - Colin Campbell
AU  - Erin Pearson
TI  - Strategies for More Effective Six-Second Video Advertisements
AID  - 10.2501/JAR-2020-023
DP  - 2020 Nov 02
TA  - Journal of Advertising Research
PG  - JAR-2020-023
4099  - http://www.journalofadvertisingresearch.com/content/early/2020/10/30/JAR-2020-023.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2020/10/30/JAR-2020-023.full
AB  - Six-second advertisements are a recent advertising format growing in popularity. Despite their growth, little insight exists on how to craft successful six-second advertisements. The format presents challenges to advertisers because of its brevity, which limits what can be shown and conveyed. The current study develops an understanding of how six-second advertisements can be made more effective by leveraging research in advertising and screen media as well as analyzing data drawn from an agency dataset, popular press articles, social media, and interviews. The authors detail several immediately actionable strategies that can be used to improve the effectiveness of six-second advertisements.