Six-second ads using known characters and sociocultural contexts tend to be more successful

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 06, 2020, 11:43 AM UTC

Short-form ads targeting goals late or early in consumers’ decision-making process can drive awareness, consideration and repurchase.

A recent Journal of Advertising Research (JAR) study found that referring to campaign assets and known characters in six-second ads can intensify their influence. Mentioning known characters, previous ads, brand information or story, can help brands create effective six-second video ads.

These are especially impactful in short-form messaging and are “vital tools for rapid meaning creation”. Marketers can also leverage the sociocultural context to build connections with consumers who are unfamiliar with the brand.

Making educated guesses about consumers’ likes and dislikes and using cues and prompts can help deliver complex messaging. Brands can use a series of “atomised” six-second ads to deliver larger and more complicated messages. Ensure the narratives for six-second ads are simple.

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