Shorter Ads Are Taking Over Digital, Right? Not So Fast, Says Pandora

Interesting numbers from a recent ad recall study run by Pandora.

Brands involved included:
1) Orkin
2) ZipRecruiter

Ad recall by audio ad length:
1)
30-second: +25%
2)
10-second: +12%

A lot of this depends on how the shorter ads are priced. For example, would a network like Pandora charge 1/3 of the price for a 10-second ad as they do for a 30-second?

If yes, then the above study shows 48% of the ad recall impact for 33% of the cost.

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