When you’re a challenger brand being outspent by a category leader, every marketing dollar must be invested wisely. You have to resist the myriad of paid media channels and commit to tactics that will drive the biggest ROI…

This is the age of programmatic banner ads and pre-roll video that split the attention of the viewer between the content they came to consume and the brand advertising they didn’t. So how do you win when you can’t guarantee the average adult’s attention for more than 8 seconds? You go short. Really short. 6 seconds, short.