Setting the record straight once and for all, Adam Shlachter, SVP of Media at Digitas, says if he's learned anything about video advertising it's that: "Shorter is better." Yes, "We have to start
thinking in shorter increments -- it might be the best opportunity we have." That said, "From a creative standpoint, you have to test and learn," Shlachter suggests. For his part, Tony Jarvis,
Creative Director at Olympic Media Consultancy, says the length of advertising is far less important than the quality of a publisher's content.