Viewer impatience may explain why ads lasting ten seconds or less outperform longer spots‎

A research team led by professor Inyoung Chae of Sungkyunkwan University (SKKU), together with professor Beth L. Fossen of Indiana University and professor Philip Kim of Texas Christian University in the United States, has demonstrated that ultrashort "micro ads" lasting 10 seconds or less are significantly more effective than longer, more elaborate advertisements at driving immediate online visits and consumer engagement.