Thirty-second ads are “optimal point” for audio | WARC | The Feed

Thirty-second audio ads seem to be the “optimal point” for holding attention and conveying information, a study by measurement firm Veritonic and media company Audacy has found.

Why it matters

Spot length is a vital consideration for creative and media strategies. Determining the most impactful duration of ads can thus assist brands in driving the maximum impact from their audio output.

The findings