Advertisers have to choose whether a brand is to be established by telling a drawn-out story or a quick story before people tune out. Today one has to make an impact on the viewer’s mind within 15 seconds. There is a growing trend of shorter ads. 15-secorders are the 30-secorders of today. The attention spans are falling and this is the ideal duration for most of the ads.

Such ads are mostly funny and eye-catching. Consumers switch channels when ads are shown. On digital, it is easier to skip the ad. It is better to have non-skippable ads of 15 seconds.

The impact is created by personalisation, relevance and emotional appeal. There is a hook. The message must bring out the USP. The viewers can be engaged by giving a creative twist.

It is to be noted that ultimately a creative ad engages the audiences in any format.