'Snackable' Branded Video Was All the Rage a Couple of Years Ago. Is It Already Dead?

Agency execs worry about shift to longer social ads

When Dunkin' Donuts ran Vine-made ads on ESPN during a Monday Night Football broadcast in September 2013, it seemed as if the era of "snackable" video was upon us. Brands were going to create volumes of very short, pithy clips that engaged modern, digital consumers who craved brevity.