Thursday

TV-Style Commercial Format: Are Longer Lengths Here to Stay?

There has been some discussion recently at a range of media conferences regarding commercial format and the evolution of the advertising message. What is the most effective ad length and type in this fragmented, device-driven programming environment? Are 30-second spots on the way out? Or does our ability to target audiences more effectively and programmatically require a consistent message across all platforms? There are two sides to this discussion: While shorter may be better for platforms with smaller screens, longer may be preferable in terms of effectively getting a message out.

Is There a Future for TV-Length Spots?

Although the 6-second content provider Vine is no longer around, today’s media environment still begs the question: Is there a future for TV-length spots—such as 30 seconds—at a time when content is becoming snackably short? For some, the answer is no. But for others, not only is the 30-second commercial format alive and well, it’s perfectly poised to transcend platforms, drive engagement, offer consistency, and improve reach and frequency for messages.

Please read the rest of the article on the Videa blog.

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