By Sonoo Singh

Advertisers, agencies, media owners and tech platforms are all moving towards shorter ad formats. Of course, a big idea should fit in any length. But can it ever really stick given only a few seconds? Creatively, can it reach a level of poignancy and human connection? Can the six-second format really represent the immediate, urgent future of advertising?

The first TV ad was nine seconds long. The 1941 spot for Bulova watches featured a clock, a map of the US and a voiceover claiming ‘America runs on Bulova time’. But is America, and the rest of the world for that matter, Read full story ›

Source: The Drum