Creative constraints of 15 seconds or less...

Creating a compelling commercial was never an easy task. But the continued shortening of message formats and increased user control over ad-viewing has agencies facing new creative challenges: how to lure consumers into watching a commercial they can easily skip, and then tell them an interesting brand story in 15 seconds or less.

http://digiday.com/agencies/15-seconds-less-creative-constraint-short-video-ads/