Their study of video ads found that shorter is better, but there is a place for longer, too

Magna recruited more than 7,700 participants using both PCs and mobile devices
Snap Inc./Magna/IPG Media Lab

By David Cohen

1 hour ago

What’s the difference between six seconds and 15 seconds? Snap Inc., Magna and IPG Media Lab fought the urge to reply, “nine seconds,” and instead examined responses to video ads of those lengths.