How long does the film duration need to be sufficient?

When preparing to produce an advertisement, the most common question Sinh Vũ hears is: "How many minutes should it be?" The better question to ask is: "Where will this film be shown, and what is needed for each location?" From that answer, you will know how much duration is required and can plan to shoot multiple versions in one go, rather than shooting repeatedly.

Three core durations needed

Most video campaigns require at least three layers of duration, each serving a different purpose in the viewer's awareness funnel.

• Long version, approximately 30 seconds or more: Designed for channels where viewers actively seek it out, such as YouTube before they skip. This version tells the complete story, introduces the product, and builds emotion. Avoid cutting it randomly to create shorter versions.
• 15-second version: A compromise version that can run in multiple positions in-stream. It needs to retain one key message from the longer version and ensure the brand appears in the first few seconds.
• 6-second version (bumper): A bumper (short, unskippable ad) serves only one purpose: to quickly build awareness on a large scale or remind viewers after they have seen the longer version. Do not attempt to tell a story in 6 seconds.

The position of production determines which one is done first.

It's not always necessary to have all three. You should identify the launch position before scripting, as the script needs to be designed for cutting, not edited after filming.

The brand appears early principle.

Regardless of the duration, the rule remains unchanged: the brand must appear in the first few seconds, not at the end of the film. Google summarizes this in the ABCD framework (Attention, Branding, Connection, Direction: capture attention, introduce the brand early, create emotional connections, guide a clear action) after testing with measurement organizations like Ipsos, Nielsen, and Kantar.

Introduce the brand early and often, not just wait for the final scene for the logo to appear.

Think with Google, ABCDs of effective video ads.

This is why Sinh Vũ does not create short versions by simply cutting long versions in half. Each short version is crafted with intention: choosing the right brand moment, maintaining a single idea, and then concluding.

Common mistakes when managing duration

• Only create a 30-second version and mechanically cut it into 6 seconds: a 6-second cut like this often loses the main point and the brand because the brand usually appears at the end of the longer version.
• Forget about silent previews: On feeds, most users watch without sound. Films that rely entirely on dialogue will not convey anything.
• Create too many unclear duration versions: Having versions of 20 seconds, 18 seconds, 12 seconds without knowing which version runs where wastes the production budget and causes confusion during implementation.
• Do not plan cuts from the beginning: If the script is not designed for cuts, you will have to go back, incurring additional costs and time.

The viewpoint of Sinh Vũ

Sinh Vũ produces campaign films based on the principle: one original script, multiple deliverable lengths. Typically, the deliverables include 30 seconds, 15 seconds, and 6 seconds, along with a subtitled version for feeds. Each short version is intentionally cut from the scriptwriting stage, not thought of after post-production.

You need to note: Sinh Vũ is responsible for creative direction and film production. Media buying or media booking (purchasing film airing space on platforms) is not included in the service scope. You should work with a separate media entity to coordinate the correct duration with the right airing position before starting production.