Can short ads go a long way in creating brand impact?

In 2024, short-form ads aren’t just an experiment — they seem to be integral in digital marketing strategies. The rise of formats like 6-second bumper ads and snappy 15-second stories reflect not just global trends but also unique consumer behaviours shaped by India's rapid digital transformation.

India's evolving demographics and consumer behaviour play a massive role in this success story. With 1.2 billion mobile users and over 500 million active video viewers, the country is experiencing an unprecedented shift toward mobile-first consumption. The typical Indian consumer today juggles multiple apps, splitting their time between YouTube, Instagram, and homegrown platforms like JioCinema. Short ads, which fit seamlessly into these platforms, align with these consumption patterns, delivering impactful brand messages in the limited time that consumers offer.

Industry reports show that digital advertising is set to contribute Rs 51,110 crore to the overall ad market, with 28% of those spends directed toward video formats. Platforms like YouTube have amplified the effectiveness of these formats by integrating them into user experiences—be it through pre-roll bumpers or mid-stream ads during live events.

Moreover, YouTube’s global studies validate that 6-second ads can achieve up to 90% of the impact of traditional 30-second ads, especially when creatively designed. This is a win-win: brands get high ROI while respecting consumer preferences.

Indian audiences are also culturally tuned to appreciate succinct storytelling. Emotional resonance, often achieved in less than 15 seconds, is a hallmark of effective Indian advertising. For instance, Dream11’s IPL bumper ads managed to deliver humor and relatability within 6 seconds, creating memorable impressions during cricket season. These ads not only entertained but also reinforced Dream11’s position as the go-to fantasy sports app.

From a business perspective, short ads are a game-changer. They’re cost-effective to produce and, when paired with programmatic tools on platforms like Google Ads, enable precision targeting. Brands adopting short ads report up to 20% higher returns on ad spend compared to longer formats. This efficiency is particularly valuable in India’s diverse market, where reaching the right audience segment is critical.

Beyond raw efficiency, data underscores the psychological effectiveness of brevity. Studies reveal that Indian consumers’ purchase decisions are increasingly driven by quick, impressionable moments, particularly when tied to FOMO (Fear of Missing Out). Short ads that emphasize limited-time offers or exclusive features tap into this behavioural trend, prompting immediate action.

Cadbury’s Joyful Moments campaign delivered sweetness and warmth in a 15-second series, tying simple gestures like gifting chocolates to memorable celebrations.

JioCinema leveraged a 20 - 30 seconds ad series called 'Toh Aaj Kya Plan Hai?' during live-streams to promote its extensive movie library, effectively capturing the attention of binge-watchers.

CoinDCX mastered simplicity with its 45-second information driven ads, demystifying cryptocurrency for the masses and encouraging trust in the platform.