Emotional response key to the effectiveness of 6-second ads DetailsMichelle Clancy | 03 November 2018 Advertisers are embracing mobile ad formats, including six-second ads. However, these shorter spots remain weaker than traditional 30-second ads when it comes to building a narrative and eliciting emotions, which presents challenges when planning out creative.To analyse the effectiveness of the six-second format, Teads partnered with Realeyes to evaluate 166 short creatives. The initiative tested ad creatives from 75 brands, using facial coding software to measure users