Longer form lengths of video messaging such as 30 and 60 secs in online settings are on the way out. They simply are too long in an age of nano second communication. Attention spans are best catered to in short form messages like the six second "Bumper Ads" . This definitely applies to mobile phone video messaging.
These are non skippable and in essence " force " the audience to watch. These come at a premium price but are worth it in your media mix.
There is nothing worse than an audience who click you off and you still pay for the click. What a waste of money. But so many just keep throwing their media budget down the drain. So it pays to go short and pay for the full six seconds. When linked to remarketing it's a powerful combination.
If your media policy, media strategy, media planning , media planning and media buying have not addressed short form online video it's worth considering. Media Futures presents articles in the interest of improving ROI and best practice in media.