Abstract
Six-second advertisements are a recent advertising format growing in popularity. Despite their growth, little insight exists on how to craft successful six-second advertisements. The format presents challenges to advertisers because of its brevity, which limits what can be shown and conveyed. The current study develops an understanding of how six-second advertisements can be made more effective by leveraging research in advertising and screen media as well as analyzing data drawn from an agency dataset, popular press articles, social media, and interviews. The authors detail several immediately actionable strategies that can be used to improve the effectiveness of six-second advertisements.
- Received April 22, 2019.
- Received (in revised form) January 21, 2020.
- Accepted February 13, 2020.
- Copyright © 2021 ARF. All rights reserved.
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Vol 61 Issue 3
