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It’s no secret that internet users aren’t a fan of pre-roll ads, but according to a recent study by Adweek and AI company GumGum, marketers may have a solution: six-second spots. The report surveyed 305 brand marketers and agencies and found that they think the shorter format is the most effective digital ad type.
Respondents said the unskippable six-second pre-rolls, as well as interactive/shoppable videos are tops among effectiveness by 10 percentage points. Unskippable six-second pre-rolls are seen as 27 percent very effective and 54 percent effective, while the interactive videos were deemed 29 percent very effective and 52 percent effective.