I think these commercials are useful for a certain type of massage. I think they can be useful as a 'first stage' tool, creating the buzz and then the additional, full campaign starts. They might work for a combination of low and high involvement products, like smartphone. I recently saw a phone ad (don't remember which company) on YouTube. It was very short, 6 sec or less, but the way it was made was very smart and I see how people will want to check the phone out. The stipulated that the phone is quicker than the time you need to press skip, and just before the skip became available, the commercial ended. Very original and these type of uses and creative ideas are what can make vine-like ads valuable.

I think you can bring a message accros in 6 seconds, the question however is, are the people who you are aiming at willing to take the message in? I personally hate advertisements online, therefore I have 2 addblockers installed. I think that the reach of these advertisements are low, and considered to be plain annoying. Why else would addblockers excist. So to answer the question, I think they can but only if the target audience is really interested and open.

No, not per se. Maybe they are a little short to get an entire message across, but they can work perfectly as teaser ads. If they are funny, or interesting and making you eager to see the full message, they can be very functional.

I agree with Paul Franken. The time limit is not the problem. Short ads can be long enough to bring a certain message across. The way they are sent to reach the recipients is of importance. People install adblockers to avoid these ads, simply cause they are annoying. You have to watch them when you least want to. This is why they may fail to get the message across.

I think that the vine videos can be effective because they aren't to complicated and can force you to focus on a specific point. Often, the easier something is to understand the more effective.

Hmm yes and no. On one hand the Vines you are referring to are more like jokes (sort of a 9Gag thing) and most of them are able to get the punchline across. On the other hand, advertisements must be short, concise and create a clear enough message. This is achieved by supporting visuals and music, and thus it is possible to convey a message to the target audience in my opinion. The fact that they are annoying is a different thing. No one wants to watch an ad on their own. It's not like we're looking for them ourselves, so the media has to push the ads to us. Sometimes they catch attention, sometimes they don't. I for one alsays use the AdBlock to stop annoying ads from popping up when I am on the internet.

I have seen a few people try to promote a product or app through Vine and it's horrible. Mostly they're rushed and don't get the message across. However, I have seen some people use Vine very, very well. It is a creative challenge to get ANY message across in 6 seconds so I don't think it's impossible to work as an advertising medium. But, for now, I think it works great for entertainment value, but not for selling a product.

These small ads won't get the entire message across because there is simply not enough time. But they will help people boost the brand awareness and will therefor be succesfull for the company.

I think it depends on the kind of message. If you have a strong and short message, it could probably be effective. People do not want to see long internet advertisements, and dont have the patience to look at it anyway. So, no, I do not think vine-like messages are too short but it truly depends on the kind of message you want to send and if people are already familiar with the brand and its messages.

No if used correctly they are not too short at all and are a great method to influence the viewer in a short period of time. It is a fairly new method and gained a lot of popularity due to new possibilities to send a message within a few seconds.

I think these videos will only work for simpler products, or to convey a simple message. Any form of advertisement will leave an impression on the viewer, so I think that if used correctly, it will be able to get the right message across.