Understanding Short Video Advertising in Digital Marketing Through Digital Analytics

Ajay Khatter (), Hare Krishna Chaudhary () and Swati Sharma ()
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Ajay Khatter: William Angliss Institute, Faculty of Higher Education
Hare Krishna Chaudhary: Amity University
Swati Sharma: Amity University, Amity Institute of Travel and Tourism

A chapter in Digital Advertising and Consumer Behavior, 2026, pp 99-113 from Springer

Abstract: Abstract Short video advertising has become a pivotal element of digital marketing, fuelled by the widespread popularity of platforms like TikTok, Instagram Reels, and YouTube Shorts. This chapter aims to explore the effectiveness of short video ads by using digital analytics. It investigates how these ads engage audiences, comparing their impact to longer ad formats. The purpose is to offer insights into the elements that contribute to the success of short video ads and to understand their role in modern digital marketing strategies. To systematically review and analyse the effectiveness of short video ads, this chapter applies the PRISMA methodology. Through an in-depth exploration of historical context, theoretical frameworks, and empirical evidence, the chapter examines the key factors that make short video ads effective. The research evaluates various metrics, such as click-through rates and viewer interaction, to provide a comprehensive view of how these ads perform in comparison to traditional ad formats. The findings shows that short video ads excel at capturing attention and driving action due to their concise and impactful nature. Creativity, precise targeting, and strategic timing emerge as critical factors for maximizing their effectiveness. The analysis highlights that short video ads significantly outperform traditional ad formats in terms of engagement metrics. These ads resonate particularly well with mobile-first consumers, who prefer quick, on-the-go content consumption. As a result, short video ads are reshaping digital marketing strategies and driving greater engagement. This chapter underscores the growing importance of short video ads in the era of mobile-first consumers. Marketers must prioritize creativity, precise audience targeting, and timing to maximize the effectiveness of short video ads. The comparative analysis suggests that these ads are a more effective medium than longer formats for engaging users and prompting actions. However, limitations exist in terms of understanding the full scope of audience responses and the long-term impact of short video ads on brand loyalty. Future research should focus on exploring the evolving dynamics of short video advertising and how it continues to reshape the digital marketing landscape.

Keywords: Digital analytics; Advertisement; Digital marketing; PRISMA method; Short video; Consumer behaviour (search for similar items in EconPapers)
Date: 2026
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DOI: 10.1007/978-981-95-7809-2_7

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