Do micro ads work? 🎬
AMA TechSIG Research Insights series presents a “micro” interview about micro ads.
Beth L. Fossen (Indiana University Kelley School of Business; Co-editor, Journal of Interactive Marketing) joins Jisu Kim (Auburn University; VP of Research Insights, AMA TechSIG) to talk about her Journal of Marketing article with Philip Kim and Inyoung Chae.
The short answer: yes. Across 50,000+ TV ad airings, ads of 10 seconds or less brought in up to 40% more immediate web traffic than longer ads. A Facebook field experiment with Habitat for Humanity in Indiana found the same, and the short ads also got more engagement.
📄 Read the article: Fossen, Beth L., Philip Kim, and Inyoung Chae (2026), “The Impact of Ad Length on Ad Effectiveness: Do Micro Ads Work?” Journal of Marketing, 90 (3), 34–58. https://doi.org/10.1177/00222429251350657
More interviews are coming in the months ahead. Thanks to our VPs of Research Insights: @Susana (Susy) Jaramillo, @Molly Burchett, @Shuai Yan, and @Jisu Jennifer Kim.
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