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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.