• by Gavin O'Malley , Staff Writer @mp_gavin, October 20, 2014

When it comes to video advertising, length and context (i.e., platform and placement) have a huge impact on the message you’re sending. For example, you’re highly unlikely to achieve a complex emotional connection with consumers in less than 30 seconds, according to Hannah Pavalow, Senior Client Service Analyst of the Publisher Group at Millward Brown Digital. “You need 30 seconds or more,” Pavalow told attendees of OMMA Chicago, on Monday afternoon. Meanwhile, “Be aware of where you're advertising, and what types of video are going to work best,” Pavalow noted. Specifically, desktop and mobile experiences are “going to be very different,” she said.