When commercials started on television, they were very different from what they are now and how we identify them right now. Not only were they different in terms of content and message design, they were also different in duration. A television commercial, in the early years of television advertising, lasted an average of one minute. Getting shorter ads popular was, in fact, a smart and star move by an advertising manager, who knew how to see how things were changing and convince brands and companies that this was the way to go.Shorter commercials helped the consumer to pay attention in an increasingly saturated market with advertisements and in which television advertising was already beginning to be a problem for viewers. There were more and more ads and more and more consumers were becoming more saturated.The change was, so to speak, historic. What the specialist then achieved marked what would be done in advertising during the following decades. The one-minute ad became a pointless item on the media landscape and something the industry could find no reason to stick with. Short ads worked best.And are we about to face a new historical change? Is the ad industry about to kill a new ad format forever?30 second ads drop One of the points made by the latest Group M study on the state of video points in that direction.

The study also analyzes the Malta WhatsApp Number List situation of television, a traditional medium that is going through a difficult time in terms of audience but which advertisers still do not seem willing to give up. In fact, it is still believed that television – as a device – is going to have a pull in the audience, who will prefer to see on a larger screen what they see now on smaller screens.But the most interesting thing about the study and what happens in relation to the medium is not that, but the advertising profile. The ads are getting shorter and shorter, they conclude in the study, which is also a positive thing for advertising in general and that of the medium in particular. According to their conclusions, the United States is seeing a reduction in the advertising load of television. In particular, the reduction occurs in the number of ads that are served for 30 seconds.

This may happen because in recent times it has been shown that the shorter advertisement is more efficient in reaching the consumer. According to a nonscientific study on advertising and its effects, 15-second ads perform better than 30-second ads on metrics related to action intention, effectiveness, emotion, and recall.Also because each time viewers were exposed to more and more publicity and with this it was no longer possible to connect with them. And, finally, it may be happening because, quite simply, changes in the times have led the 30-second announcement to a crisis.The usual ad in crisis-studies and analyzes on the state of things have already been warning that the 30-second ad, as such, is destined to disappear .

Although advertisers are still obsessed with those long and deep ads, that ‘publicity for advertisers’, as the ads seen at festivals demonstrate, viewers are no longer willing to be served by those formats.The content industry is testing shorter formats (and there is the boom in the mini-documentary) and the advertising industry will have to test more specific ads. In fact, the 15 seconds could become obsolete quickly, since there are those who try with 6-second ads and do it already in all media.There you also see the increasingly blurred border of the internet with the rest of the things. The web has accustomed consumers to short or skippable video ads, which has made the usual long TV commercials look much more negative.

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