As the media space gets increasingly crowded, marketers are finding it harder to stand out. The need for attention has many marketers turning to longer forms of advertising – often videos/short films that entertain as much as they inform and engage the viewing public. And this trend is particularly noticeable in online venues such as YouTube. The shift in consumer attention away from TV and to the online marketplace plays a huge role in convincing marketers to move to longer ads. Says Roger Camp, chief creative officer at Publicis & Hal Riney, “We all are learning the rules and it’s that entertainment is king.”
Writing for Advertising Age, Rupal Parekh reports that for many years advertisers shrank the length of ads to connect with consumers’ shrinking attention span. As marketers begin to shift to a longer form of advertising, they must keep an important rule in mind according to Camp. “..Rather than having the brand talk about itself for a minute and half, what we’ve learned as advertisers is that the hard sell can’t be a component of something you watch for a long time.” Parekh writes that marketers should consider long-form ads for the following reasons:
- Longer-form ads allow you to stand out from the 30-second spot crowd and be entertaining.
- Longer spots can be economical because they can be repurposed and they don’t always cost more.
- Longer-form ads have a proven track record and marketers can access case history for reference points.
Nike, Absolut Vodka and Capital One have all successfully experimented with long-form ads. More marketers may explore this venue in order to reduce production costs and reach out to consumers in new ways.[Source: Parekh, Rupal. Why Long-Form Ads Are the Wave of the Future. Advertising Age. 3 May 2010. Web 11 May 2010]