In an age of shrinking attention spans and fast-moving social media feeds, advertisers may not need more time to win over consumers. New research suggests that advertisements lasting just 10 seconds or less can generate stronger and more immediate consumer responses than longer, more elaborate commercials.

The study was led by Professor Inyoung Chae of Sungkyunkwan University (SKKU), working with Professor Beth L. Fossen of Indiana University and Professor Philip Kim of Texas Christian University. Their research examined the effectiveness of ultra-short “micro ads” and found that brevity can be a significant advantage when the goal is to prompt consumers to take immediate action online.

Using a multimethod approach, the researchers analysed television advertising data and conducted a field experiment involving social media advertisements for a nonprofit organisation. Across both settings, micro ads proved particularly effective at encouraging consumers to click, search, visit websites and engage with online content.

The television data showed a striking difference. Ads lasting 10 seconds or less increased website visits within five minutes of airing by between 10% and 40% compared with longer advertisements. Micro ads also outperformed traditional 30-second commercials, generating 13% to 28% more immediate website traffic. On social media, shorter ads similarly attracted more clicks, likes and shares, even when they contained the same information as longer versions.

Why can saying less accomplish more? The researchers point to “impatience” among modern media users as an important part of the explanation. Consumers accustomed to rapidly scrolling through content often want to reach conclusions quickly. Longer advertisements require more time and attention, increasing the chance that viewers will become bored, distracted or move on before reaching the main message.

The researchers tested this explanation by encouraging some participants to think about the future before viewing the advertisements, a prompt designed to encourage greater patience. Under those conditions, the advantage enjoyed by micro ads disappeared. The finding suggests that short advertisements work especially well because they fit the preference of impatient viewers for information that can be understood quickly and with relatively little effort.

Not all short ads were equally effective, however. Micro ads performed particularly well when the brand name appeared early rather than being withheld until later. Language that created a sense of anticipation also helped drive website traffic. Together, the findings suggest that advertisers should not simply shorten existing commercials, but carefully design brief messages to deliver important information quickly while giving viewers a reason to act.

The findings could have significant practical implications as companies face rising advertising production and placement costs. Micro ads are generally cheaper to produce and can reduce the cost of television advertising, potentially allowing companies to reach and engage more consumers with the same budget. Published in the Journal of Marketing, the study adds new evidence that in an increasingly short-form media environment, a few well-designed seconds may sometimes be more valuable than a much longer sales pitch.

More information: Beth L. Fossen et al, The Impact of Ad Length on Ad Effectiveness: Do Micro Ads Work? Journal of Marketing. DOI: 10.1177/00222429251350657

Journal information: Journal of Marketing Provided by Sungkyunkwan University External Affairs Division (PR team)