Adweek: Millennials prefer shorter mobile ads

NEW YORK -- Ten-second mobile video ads have greater brand appeal and persuasion potential for millennial audiences, according to a report in Adweek. The magazine says a study conducted by IAB in partnership with Millward Brown Digital and Tremor Video found that brands running 10-second mobile video ads have greater appeal and persuasion potential with younger audiences. However, a slightly longer, 30-second spot did better with those between the ages of 35 and 54. (Adweek)