WARC: short-form video to be key growth area for ads this year

Short-form video, usually defined as content under 10 seconds in length, will be a key growth area for global advertising in 2019, according to ad metrics firm WARC.

WARC’s Marketer’s Toolkit survey found that 79% of respondents expect to increase investment in online video over the coming 12 months, while 82% of brands agreed that short-form video is an effective tool for consumer engagement.

“As brands increasingly look towards short-form video, this will have a knock-on effect on the way campaigns and their creative assets are planned. It is likely that we’ll see more of the six-second spot on broadcast TV,” said Alex Brownsell, senior editor, media, at WARC.