March 5-6, 2019
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.
Customer experience and patient journeys require a sound science base if they are to reflect the true experience and provide actionable results. Customer types should be narrowly defined to the [...]