Commentary

Short-Form Ads - On Any Platform - Continue To Pair Well With TV Ads


Short-form advertising video -- via TV, streaming and digital platforms -- continues to play an important role in effectiveness for brands when it comes to advertisers’ media mix, according to a new study from WARC, an advertising research company.

While the report shows an overall increase in engagement when it …

3 comments about "Short-Form Ads - On Any Platform - Continue To Pair Well With TV Ads".
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  1. William Chambers from a4 Advertising, May 15, 2024 at 2:46 p.m.

    The source says this is from 2018 - is that correct??  6 years ago?

  2. Ed Papazian from Media Dynamics Inc, May 17, 2024 at 11:59 a.m.

    Wayne, you are going to find that very few national TV  branding advertisers will buy into the notion that a 6-second pre-roll commercial is as effective as a 15-second commercial in generating sales lifts---especially if that 15-second commercial is in an in-show break in a TV sitcom, drama, football game,  etc. As for the claim that 70% of "advertisers" already "sell" products on social media I wonder what that's based on and how the term "advertiser" was defined---national branding, local, search, direct response, etc???

  3. Ed Papazian from Media Dynamics Inc, May 17, 2024 at 12:06 p.m.

    Looking at that table again, I find it difficult to accept an average unaided recall level of 38% for "TV" when past  studies conducted by phone immediately after a break have found that only 1-2% of the "audience can name a last advertised brand. And that was over 20 years ago. Most commercial research testing companies will tell you that very few viewers can name what brand was advertised, let alone replay the message's main selling point shortly after exposure without prompting---so one is left to ask what methodology was used in this study?

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About the Author

Wayne Friedman is West Coast Editor of MediaPost. You can reach Wayne at wayne@mediapost.com.

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