Eric DeeranOne mission — help agency owners build businesses they actually love running.

Why We Run 18-Minute Ads

18 Oct 2026 · 1 min

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In this excerpt, Eric Deeran explains his stance on ad length, arguing that there is no inherent maximum duration for ads as long as they deliver genuine value. He cites his own campaigns that run 3‑5 minute spots and full 18‑minute video sales letters, emphasizing that the key is to avoid “spewing trash” and to provide as much useful content as possible. Deeran suggests that condensing learned material into formats like a sketchbook or a long‑form YouTube video used as a meta‑ad can build significant trust with viewers before they click, making longer ads a strategic advantage when they are value‑first.

Chapters

that, right? And for us particularly, like, some of our new ads that we're running are 3 to 5 minutes long. Some of them, we're running the entire video sales letter that's 18 minutes long. And so I don't think there's a length of time that is too long. I think it's only if you start kind of just like spewing trash or like not giving any value is when you should cut that ad short. It's like, how long do you need to give people as much value as possible? And ideally, the longer you can do that, the better. And if we can condense, like all of what we learned in a topic into a sketchbook or into a long-form YouTube video that we run as a meta ad. If we can do that, then we can build a lot more trust with people before they click.