March 5-6, 2019

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Six Principles for Six-Second Advertising

More and more brands are beginning to run six-second ads but many questions remain as to how effective these shorter-form ads can be. Additionally, there has been very little consideration as to how these ads work in a forced, pre-roll exposure and the dynamic of top-down attention between an ad and video content. Both marketers and researchers alike are curious to know if there is a formula for success in this new medium as well as the role that context and congruence plays in this new landscape. To help answer these questions, Ameritest conducted a study of 15 cross-category six-second ads in a simulated mobile YouTube environment. From this analysis, we found six key principles of six-second ads that are integral to their performance and success – both on their own as well as in-context.

Presentation type:

  • Research Report

Subjects covered: 

  • Mobile research
  • Industry trends – future of marketing research
  • Social media research
  • New techniques – qualitative and quantitative


  1. Congruence (tone/subject/audience) of brand message and video content can greatly affect six-second ad performance.
  2. Six-second ads play in a System 1 world and need to be measured accordingly.
  3. Visualizing brand assets to efficiently trigger the brand is vital in this new six-second landscape.


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