In a bid to get advertisers to produce more mobile-friendly content the social media giant announced on Tuesday it would allow companies to broadcast 15-second ads across its platform and only charge them once the ad has been viewed for six seconds or more.

"With mobile video consumption at an all-time high, studies show brand impact happens almost instantaneously within seconds with video ads," Twitter said in a statement.

The company said the change would allow customers to produce longer-form content but also provide an optimal experience in a short-form for a mobile-friendly audience.

"After all, when was the last time you enjoyed sitting through a minute-long ad on your phone?" Twitter's statement said.

Gai Le Roy, chief executive at trade body Interactive Advertising Bureau, said six-second advertising could work if companies were smart.

"It will present opportunities and challenges and depend a lot on the creatives if they can produce something with clear branding and possibly not needing sound," Ms Le Roy said.

She said six-second ads were similar to outdoor advertising where a consumer might only view a billboard for a few seconds but companies were still able to get a message across. She said other media including television were investigating the effectiveness of six-second ads.

"Consumers with their fragmented media behaviour are needing short messages. Even the television networks are playing around with six-second ads in other markets," Ms Le Roy said.

Ms Le Roy said other social media giants including Facebook would eventually allow shorter and shorter ads as advertisers realise their customers respond to quick messages.

"I think advertisers will push for what is working for them so I think an in-feed experience of a short ad can often be a better experience for the consumer," she said.

Twitter's new advertising rule applies to promoted video, in-stream video sponsorships, and in-stream video ads. Facebook were contacted for comment.