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Can sub-three second video ad views deliver results?

“Take Snapchat and its ad offerings, for instance. Snapchat is one of the most popular social platforms in the world, and brands have been eager to take advantage of the opportunities Snapchat is increasingly giving them to advertise to Snapchat users.

But as detailed by AdAge’s Garett Sloane, “one top advertiser” using Snapchat video ads has revealed that the ads generate less than 3 seconds of view time on average.

“We still buy it, and are figuring it out,” the advertiser told Sloane. Another agency executive, who also spoke to Sloane anonymously, added, “The interstitial vertical video ad is challenging. People just tap through. That’s the behavior.””

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Can sub-three second video ad views deliver results?