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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