When Digital was slowly emerging as an option for marketers, the platform gave them an advantage of ‘time’. While the turnaround time on Digital was rather quick even back then, perhaps faster than mass media, it allowed longer stories to play out on the platforms it supported. Long format content was much in vogue and became a great addition to the 20-second TVC, which just dived in and out of the brand message at lightning speed. And the best part was that Digital was cheaper too!
Over time, Digital transcended and became the largest medium with regard to AdEx and before we knew it, 5-second unskippable ads became a reality on Digital, in addition to other formats. Today, marketers need to make snackable content both for TV as well as Digital.
The ‘Snackable’ Behaviour
Sam Balsara at the E4m Confluence - Media Investments Summit, held in November 2024, stated that digital consumption in this era resembles snacking—bite-sized, frequent, and easily digestible—and so marketers need to convey their messages in seconds. Industry leaders seconded the statement, saying that marketers today are like the chefs trying to make every bite of this ‘snacking’ unforgettable. They note that this shift has transformed the way brands approach content creation.
Vishal Rupani, Co-Founder, Sprect.com, asserts that this ‘snackable’ behaviour has turned marketing into a race against time, where the message must hit before the thumb swipes up.
“People are quick to swipe past anything that doesn’t grab their attention in the first few seconds. A brand’s opening move needs to captivate or it risks losing the viewer to the next video in the feed. Take Amul, for instance, a brand that’s been snackable long before it was trendy. Their topical ads, often a single visual and a clever line, have consistently captured attention in seconds -whether it’s a witty take on Bollywood or cricket victories. Another standout brand is Zomato. Its social media posts and push notifications have become benchmarks for punchy, humour-filled messaging that makes you pause mid-scroll and chuckle,” he says.
Ahmed Aftab Naqvi, Co-Founder, Gozoop, explains, “The window of creativity on social media has shrunk, for good and not-so-good too. Good because it pushes creative boundaries and the volume of content multiples. Not-so-good because there is clutter—a lot of it! The challenge is then, how to constantly ensure that your work is seen and talked about. Marketers are playing smart. They are not putting all their eggs in one basket. They are trying to invest in various content challenges and repackaging content to suit the consumers’ appetite.”
Social media ads are generally more affordable than TV commercials, making them a viable option for small businesses and startups with tight budgets. A 10-second ad spot during prime-time TV can cost anywhere from INR 50,000 to INR 12 lakh or more, depending on the channel and time slot. In contrast, the cost of advertising on social media platforms is significantly lower. Rupani clarifies, “Advertising on Facebook, for instance, can cost between INR 20 and INR 40 per thousand impressions.
Instagram Story Ads can range from INR 35 to INR 50 per thousand impressions, while Reels on Instagram can cost between INR 80 and INR 150 per thousand impressions. YouTube non-skippable ads can range from INR 40 to INR 100 per thousand impressions, while skippable ads can cost INR 0.12 per view or INR 65-75 per thousand impressions. YouTube Bumper ads, on the other hand, can cost between INR 10 and INR 20 per thousand impressions.”
Sudesh Shetty, founding member and EVP - marketing & strategic partnerships, Fibe, highlights that the idea is to grab attention immediately and provide actionable information that solves a pain point, whether through short-form video, carousel ads, or even quick, insightful LinkedIn posts.
He further highlights how video ads have become more story-driven and visually impactful. “The rise of platform-specific formats, such as Instagram Reels, YouTube Shorts, and OTT ads, is prompting us to rethink how we structure video campaigns. We now create shorter, multi-format videos optimised for different platforms, ensuring they engage and convert across all touchpoints,” he said.
Abhijit Avasthi, Founder of Sideways Consulting, however, cautions against prioritising duration over storytelling. He emphasises the importance of understanding the optimum duration for each story and idea rather than relying on a one-size-fits-all approach.
“One needs to be very clear on the communication objective of the ad, and then determine the story, the idea, and how to bring it alive in terms of duration. You can have some absolutely, stupendously memorable six seconders and you can have some really great shareable 2-minuters and 3-minuters. So this is a myth that on social media and Digital you need to do shorter ads. If that were the case, Facebook and Google’s own ads would not be so long—4 minutes, 5 minutes or even 6 minutes. If something is interesting, people watch it. If it’s boring, people will switch off—even in a second,” he says.
Whether it’s a 6-second video or a 2-minute story, the key to success lies in understanding the optimum duration for each story and idea. By prioritising storytelling over duration and by leveraging the power of digital platforms, brands can cut through the clutter and capture the attention of their target audience. The future of advertising is short, sweet, and snackable – and brands that adapt will be the ones that thrive.
TV ad used to be the undisputed king of advertising, but with the rise of digital media, the rules of the game have now changed. Today, brands are turning to social media and online video platforms to reach their audiences, which has also become a cost-effective option for them in addition to enabling targeted audience engagement. But what makes digital ads so appealing, and can they really compete with the might of TV advertising?
Remember those iconic Indian TV ads that captivated audiences and became a part of our cultural fabric? Brands like Amul and Nirma created campaigns that told stories, resonated with audiences, and sold products. These ads were often super long—we’re talking one minute! Fast forward to the 1970s, and ad lengths started shrinking. The average ad length decreased to 30 seconds, driven by increasing airtime costs and the need to reach a wider audience. The 15-second commercial emerged in the late 1980s which continued into the 2000s. With audiences fragmenting and attention spans decreasing, brands needed to grab attention fast. Today, TV ads are shorter than ever, with many brands opting for 10-second or even 6-second spots. On the other hand, on cost-effective digital platforms like Facebook, Instagram, and YouTube, ads typically range from 5 to 30 seconds, with 5-10 second ads gaining popularity for quick impact. While the way content is approached has also seen a significant change driven by this snackable behaviour across platforms, the big question is who between TV and Digital will win in the neck to neck battle, for reduced length of ads.
