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Strategies for More Effective Six-Second Video Advertisements

Making the Most Of 144 Frames

Colin Campbell, Erin Pearson
DOI: 10.2501/JAR-2020-023 Published 1 September 2021
Colin Campbell
University of San Diego,
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  • For correspondence: colincampbell@sandiego.edu
Erin Pearson
University of East Anglia,
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  • For correspondence: e.pearson@uea.ac.uk
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Abstract

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.

  • Received April 22, 2019.
  • Received (in revised form) January 21, 2020.
  • Accepted February 13, 2020.
  • Copyright © 2021 ARF. All rights reserved.
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Vol 61 Issue 3

Journal of Advertising Research: 61 (3)
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Strategies for More Effective Six-Second Video Advertisements
Colin Campbell, Erin Pearson
Journal of Advertising Research Sep 2021, 61 (3) 260-275; DOI: 10.2501/JAR-2020-023

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Strategies for More Effective Six-Second Video Advertisements
Colin Campbell, Erin Pearson
Journal of Advertising Research Sep 2021, 61 (3) 260-275; DOI: 10.2501/JAR-2020-023
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