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Summary
Proclaiming that one commercial length is “more effective” than another oversimplifies this relationship. Research shows that telling an engaging and motivating brand story, as well as aligning the message with the campaign situation and desired objectives, have far more influence on ad effectiveness than creative length. Compelling, effective advertising comes in all sizes, from five seconds to a few minutes. Also, creative and placement factors affect ads differently by length. Ultimately, ad length matters but the relationship is clearly nonlinear.
