Articles tagged research

Every marketer has their own opinion on what makes an attention-grabbing ad, but what about the analytical approach?

Google teamed up with Mondelez International to test how ad length influences consumer reactions, in terms of ad skipping, recall, and sentiment.

The experiment used a Honey Maid ad cut to three different lengths, revealing that the shortest ad (15 seconds long) was the most skipped, yet also the most memorable, while the longest video (over 2 minutes) was particularly good at improving 'brand favourability'.

Discover the surprising findings in more detail here and tell us what you think - are shorter ads really more memorable?