Six second ads have become increasingly popular on digital platforms like Snapchat and YouTube, where longer ads can deter users from watching content, and they’ve recently started appearing more on TV too. Here Dorota Smaggia, managing director of France for Realeyes, explains how the format does manage to drive engagement despite its short length, and outlines what Realeyes’ research finds makes for an effective six second spot. Filmed in San Sebastian at TV Rise 2018.
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