For a show like The Simpsons it can
work, since fans have been following the show for two decades. But for less-known brands, two seconds may not be enough time to get much across. "I don't think you can make a full campaign out of
one-second spots, adlets or blinks," says Dennis McGuire, a New York-based vice president for Carat.
But he says they can be a good tool to reinforce existing messages or plant an idea. Fox uses the blinks in conjunction with longer spots and the approach is about ways "to get more frequency and be a little more intrusive," says Kaye Bentley, the Fox Broadcasting senior vice president. who handles national ad buys, affiliate marketing and on-air promotion.
advertisement
advertisement