Marketers are often keen to invest in the brightest and shiniest new toys available from digital publishers – such as short 6-second ads and mega-celebrity influencers – and yet, there is limited understanding about how these campaign formats stack up on traditional measures of advertising effectiveness.

​

In this research from the Marketing Scientist Group, we will report on a series of advertising and content experiments conducted in Australia, to understand the impact of shorter pre-roll video ad formats, content marketing and social media influencers, using tried-and-tested advertising impact metrics.