Do longer commericals on TV make sense for brands?

On CNBC-TV18's special show Storyboard, we take a look at why brands are now experimenting with long duration commercials. Advertisers have been releasing commercials that no longer stick to the traditional duration of 30 to 45 seconds for some time now.

Also read: Should IPL sponsors worry about fading audience interest?

While brands such as Nissan have kept the longer edits for the web, releasing only 30 seconders on television, other brands like Tata Sky has released a three and a half minute long advertisement for Tata Sky Plus HD on TV as well.

And while it does make for a good watch, the question is does the longer duration add any value to the communication? And creatively, is it less challenging or more liberating? Storyboard spoke to professionals for the answers.

The question is whether the longer duration commercials is here to stay, or is this a trend which will pass. CNBC-TV18's Pavni Mittal reports.