Micro ads deliver macro results, according to a new study by IPG Media Lab.
When viewed on smartphones, micro ads—videos 5 to 15 seconds in length—yield better brand recall, preference and purchase intent than longer ads, the study found.
Micro ads also yield better results among Millennials than viewers of other ages.
Micro ads enjoy an advantage because they're bite-sized, the researchers say.
The ads enjoy an advantage when viewed on smartphones because they seem to dominate the tiny screens.
Millennials dig micro ads because they grew up with smartphones. They find micro ads more enjoyable and of higher quality than viewers of other ages.
The study also found micro ads work better when viewers are out and about, rather than home; and when the ads have voiceovers.
For a micro ad to drive more than just brand awareness, its minimum length should be 15 seconds, according to the study.
A micro ad shorter than that is simply too micro.
