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Viewer impatience may explain why ads lasting ten seconds or less outperform longer spots

Viewer impatience may explain why ads lasting ten seconds or less outperform longer spots
Phys.org Thursday 01 October 2026, 21:20 UTC 1 min read
Key Points

A research team led by professor Inyoung Chae of Sungkyunkwan University (SKKU), together with professor Beth L. Fossen of Indiana University and professor Philip Kim of Texas Christian University in the United States, has demonstrated that ultrashort "micro ads" lasting 10 seconds or less are significantly more effective than longer, more elaborate advertisements at driving immediate online visits and consumer engagement.

A research team led by professor Inyoung Chae of Sungkyunkwan University (SKKU), together with professor Beth L. Fossen of Indiana University and professor Philip Kim of Texas Christian University in the United States, has demonstrated that ultrashort "micro ads" lasting 10 seconds or less are significantly more effective than longer, more elaborate advertisements at driving immediate online visits and consumer engagement.
Inyoung Chae (PERSON) Sungkyunkwan University (ORG) Beth L. Fossen (PERSON) Indiana University (ORG) Philip Kim (PERSON) Texas Christian University (ORG) the United States (LOCATION)
Originally published by Phys.org Read original →

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