April 2-3, 2019

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Six-Second Advertising: It’s a Matter of Being in the Right Place at the Right Time

Room 5 | 10:00-10:30 | Tuesday, April 2, 2019

More and more brands are turning to six-second ads as an affordable and effective way to speak to consumers. But it is important that consumers see them in the right place at the right time. Context and congruence play an integral role in the success of these shorter-form ads and placement as a pre-roll versus a mid-roll can make or break their impact on an audience.


  1. Congruence (tone/subject/audience) of brand message and video content can greatly affect six-second ad performance.
  2. Placement of a six-second ad as a pre-roll versus a mid-roll impacts its resonance.
  3. Visualizing brand assets to efficiently trigger the brand is vital in this new six-second landscape.


More sessions

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Enabling Breakthrough Ideas for Kraft Heinz through Innovation Pipeline Sprints

Hear behind-the-scenes lessons learned from the trailblazing teams at Kraft Heinz who leveraged a five-day innovation pipeline sprint approach to revitalize their portfolios and fill their three-year innovation pipelines with [...]


Tuesday | 11:30-12:00 | Room 4

Breaking Down the Product Silos in Brand Health Tracking

To understand consumer perceptions of Progressive and the competition, its market research department has maintained many product-specific brand health trackers for many years. The trackers focused primarily on auto and [...]


Tuesday | 3:30-4:00 | Room 5

Winning the War: How Self-Service is Driving LEAN Innovation at a Major CPG

We will present a detailed case study for a global consumer brand that has successfully moved from primarily full-service to self-service for a substantial portion of their research. This case [...]


Wednesday | 11:30-12:00 | Room 4