Shorter Ads Are Taking Over Digital, Right? Not So Fast, Says Pandora

For audio, brands may need a mix of long and short form

While shorter ads have been all the rage on digital platforms recently, that narrative appears to be a little more nuanced with Pandora.

In recent weeks, the music streaming service has been testing audio ad format length, comparing 30-second recipients to listeners who heard 10-second ads. Both groups received ads from the same advertiser, looking to convey a similar message. Initial results have shown that the 30-second audio ads spiked recall by 25 percent, while the 10-second format lifted recall by 12 percent.

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