How should the ads be? That is the question that marketing and advertising managers of companies ask themselves over and over again, as they have to adjust their strategies to achieve the best results and to ensure that the data is the most efficient.The public changes, as do the supports they use and the way they respond to all stimuli. The way in which information was processed in 1992 and how those impacts were received is not the same as the way in which it must be done in 2021. The amount of stimuli is different, as are the ‘norms’ that it imposes. the screen that is used.Ads have evolved in parallel with how consumers and the media have changed. Even when linear television was the great queen of consumer leisure hours and when consumers waited patiently for the arrival of the specific broadcast moment to access that content (and all associated advertising breaks), the ads were already in a hurry. process of change and transformation.The growth in the volume of ads in the media forced this and companies had to adjust how they served their advertising.

As you recall in an analysis in Businesswomen , the ads went through an adjustment Netherlands Email List screen.The evolution of adsAt first, at the dawn of television, the commercials had a duration of 60 seconds. Those ads later became 30 and even 15 seconds long. Those of 30 were launched to get the message across and create a brand image. Those of 15 were a support element that reinforced the memory, since they operated as reminders.In recent years, ads have plummeted in duration and formats that are well below 15 seconds (such as the 6-second ad) have appeared. These short and direct ads were born on online platforms and are closely linked to how video is consumed online.However, from that environment, they have jumped to other media and have become the element of fashion. In fact, it does not matter where they were born, because they have already entered what is recommended in areas such as television.

But are these ads the best? Should we accept that in the fast-paced world of the 21st century, what is good if brief is twice as good? Some studies say yes, but the reality is more complex than those data, they point out in the analysis. After all, no matter how fed up consumers are with advertising, a traditional television ad is still not the same as one that accompanies an online video.Marketers insisted on this when online video broke and TV ads were migrated to that environment without making changes and adjustments and, perhaps, now the same reminder needs to be done, but in reverse.Short announcements work, but on all channels?Short ads work and they do quite well: a Magna study indicates that they are efficient at achieving brand recognition, search intent, or purchase intent, at least as efficient as other longer ads. Of course, in those studies, remember, it is necessary to read the fine print.

The analyzes are made based on what happens on online platforms, such as Hulu, YouTube or Snapchat.In those environments, consumers are used to, expect, and prefer very short ads. In the Magna study, they recall in the Businesswomen article , what happened with this ad format on traditional television was not analyzed. So very short ads work, but they work in online settings.Therefore, the choice of the duration of an advertisement and its characteristics should not be made on the basis of generalities. Marketers need to pay attention to which channel they are going to use, which consumers are going to receive it, and how those users manage their access times. Not for everyone and not on all channels things work the same.

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