I don’t use short URLs myself but writing sponsored posts, I am forced to use them. I can understand the need for a short URL if the original URL is too long or if we want to hide the real URL from our readers so that they would click on our link and we would get referral credit.
However, for companies to use these on their own sponsored posts, I think it’s rather risky. I may be weird to think so but what if the company which offers these short URLs close shop one day in future? Then all the links would be dead, right? Or do they know something I don’t? Can these companies that offer short URLs guarantee that these links will work forever? I don’t think so. So why would an advertiser opt for short URL which may or may not work five or ten years down the line?
If I were an advertiser, I would definitely not use any of these. Direct link is the best and even if I revamp my entire business and website, I would still have the link to my site and it is entirely up to me to ensure that the site is up.