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L is for Length

As part of our A-Z of Adtech series, we’ve dug into our emotional database to find out whether the length of an ad affects the emotions that are evoked in viewers when they experience it.

In the below chart you can see how different emotions are affected depending on how long the length of the advert is.

length and emotions chart

For instance, if you are aiming to evoke happiness in viewers, and want to keep your ad under a minute, you should aim to keep it between 0-6 seconds. However, if you want to evoke inspiration you should spend longer telling your story, as inspiration gradually builds the longer the ad, dropping off around 91 seconds.

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