Pandora Exec Says 8 Seconds Could Be the Sweet Spot for Mobile Video

But do brands want to create for yet another format?

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

Instagram locks advertisers in to the 15-second social video ad, while Vine requires them to build six-second clips. As just about every platform and publisher pushes brands to run shorter videos that grab consumers' attention, Pandora's chief revenue officer John Trimble said he thinks eight-second promos could be mobile video's silver bullet.

Late last year, Pandora rolled out Sponsored Listening, an ad format that lets consumers listen to one hour of ad-free music in exchange for watching a short video promo.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in