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A new study says millennials who view videos on their phones resonate more with brands that take a short-form approach to spots, while older audiences tend to agree more with the traditional 30-second length.
The study, conducted by IAB in partnership with Millward Brown Digital and Tremor Video, found brands running 10-second mobile video ads have greater appeal and persuasion potential with younger audiences. However, a slightly longer, 30-second spot did better with those between the ages of 35 and 54.