This has profound implications for all sorts of businesses. The old way of building brand value is no longer as effective.
Moving to shorter formats needs a rethink on how to communicate a brand’s message quickly, he added. “You may not be able to tell much of a story [in six seconds] but you can come up with a sticky image. It’s like a video billboard or a print magazine ad. When you do a good one, it’s like a magic wand touching you.”
Advertisers’ new-found willingness to experiment with different formats reflects a recognition that many things are competing for a TV viewer’s attention, from mobile phones to mundane household tasks.
“The reality is, people may be getting up and doing dishes. The exposure duration of many ads may not be the intended 30 seconds,” said Michel Wedel, a professor of consumer science at the University of Maryland’s business school.
Read the full story at the FT (subscription required).
