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Bob Bentz is a featured contributor to Video Marketing and Advertising: Then, Now and the Incredibly Promising Future report.

Here's the complete contribution:

You are going to see more video every year in advertising and those videos are going to become shorter and shorter. The norm used to be the 30-second video and commercial, but increasingly the 6-second video will become the most effective video ad. With only 6 seconds to get your message across, you are going to see humorous and immediately attention grabbing videos. With such short messages, advertisers are going to need several videos in their creative portfolio as ad fatigue will set in far sooner than with longer videos.

Many articles have been written about our continually shorter attention spans and the continued ineffectiveness of banner ads. Short video advertising is the solution to both of these problems.

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