The Media Ratings Council has now given its blessing, saying two-seconds worth of online video commercial message will be the lower hurdle when it comes to “viewability.” Along with that comes a TV-like rating guarantee. (And it’s not the same for static display ads: You need only one second there).
It doesn’t seem like much, though perhaps on laptops, tablets or smartphones two second of video -- at close range -- means something more.
Two second of video viewability also don’t mean much for TV marketers looking to amortize the full cost of those big budgeted 30-second and perhaps 60-second TV spots -- not to mention the higher media costs to place those commercials. Not that anyone would think about creating video with a two-second duration. But -- just for fun -- what kind of value would a traditional two-second TV commercial gave in the future?
After all, 30-second commercials gave way to 15-second and 10-second spots. Maybe we don’t need even that much time. Still, some short attention-span people -- both young and old adults -- might murmur, “What’s the problem with shorter TV commercials?”
Good news for those TV networks airing the Super Bowl: that $4 million 30-second price tag means just $133,333.00 per second and just over a quarter of a million dollars for the whole two-second TV commercial shebang. Such a deal.