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

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.


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