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It's a fundamental choice for online video marketers: Should you hit viewers with a quick, memorable pitch that's (hopefully) less skippable? Or should you engage them with longer-form content that's more captivating but runs the risk of being tuned out?
Clearly, it depends in part on what you're selling, to whom, and what your immediate business goals are for the content. But are there general lessons to learn from shorter- vs. longer-form online video?
Google thinks so, and recently partnered with Mondelez International to try some tests.