With the increasing prevalence of short-form platforms and content, as well as the expansion of the short-form advertising industry, comprehending the characteristics of short-form advertising is crucial for effective strategic marketing implementation. Specifically, when short-form advertisements are collaboratively generated with consumers, including video parodies and challenges that promote consumer engagement and virality, it is essential to thoroughly investigate consumer perceptions and advertising practitioners, as well as to develop measurement items. Therefore, this study investigated the characteristics of short-form advertising and formulated measurement questions via qualitative and quantitative analysis, encompassing ① a review of existing literature, ② comprehensive interviews, ③ three surveys with a total of 1,176 participants, and ④topic modeling. As a result of the analysis, five attributes of short-form ads and 25 measurement questions were derived: ① creative impact, ② immersion and interest, ③ information delivery, ④ communication and engagement, and ⑤ various expression methods. This study is significant in that it is an empirical study that was conducted due to the lack of empirical research on the attributes of short-form ads to date. In particular, it is academically significant in that it attempts to expand the methodology by combining analytical methods such as text mining compared to existing scale development studies. In terms of practical implications, it can help to build new advertising strategies utilizing short-form advertising based on the characteristics of short-form advertising found in the study.