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Recent research from Trusted Media Brands (TMB) indicates that advertisers will invest more in short-form pre-roll digital video ads over the next six months, with 58 percent of digital and mobile marketers saying they’ll “definitely use the format.”

TMB’s April, 2017 survey of U.S. agency and marketing professionals also revealed that other formats, including live stream and long-form, will also attract spending, but not as much. A plurality of advertisers is still mulling whether to invest in these digital video pre-roll formats.

“Many of those polled are on the fence about live streaming formats—45 percent said they might invest in the format,” noted eMarketer’s take on the TMB data. “But the space is certainly growing, with big players like DirecTV, YouTube, and most recently Hulu investing in live streaming.”

TMB also found that 28 percent of respondents will definitely invest in user-generated formats within the next six months.

“There have been some controversies surrounding ads appearing on Facebook and YouTube next to inappropriate content, some of which was user-generated,” reports eMarketer. “But 45 percent of advertisers are still considering whether to spend on the format.”

On the downside, the report noted that more than a quarter (27 percent) of surveyed professionals said they definitely will not invest in the format.

In sum, short-form remains the popular choice.

“Our metrics show videos being viewed, but many impressions are viewed for less than 3 seconds,” said Frank Amorese, senior media director at Heineken USA. “Advertisers need to front-load their messaging on Facebook and make sure the first video frame has thumb-stopping power. If it doesn’t, people scroll right past the ad. Right now, we are moving away from trying to tell a story that takes longer than 6 seconds on Facebook.”

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