Not long ago, several news stories reported that marketers were thinking about experimenting with one-second ads--but new research by the Atlas Institute, a division of aQuantive, shows that they
better think again. The new report turns conventional wisdom upside down by reporting that consumers actually prefer long video ads to shorter ones. The study, dubbed "Introduction to Brand Exposure
Duration," suggests that advertisers have more to gain by producing longer-form creative executions. The study flies in the face of most of the industry's thinking, which has generally been summed up
as "shorter is better" when it comes to new video distribution outlets. In fact, while many brands have been repurposing their existing 30-second TV spots for these platforms, the consensus has been
that ads no longer than 15 seconds would become the norm down the road, as advertisers work to capture the short attention spans common to these media. In fact, says the report's author, John
Chandler-Pepelnjak, viewers will stick with something they like. "If it's something people want to see, they're not as much in a hurry to get it over with," he said. "With all things being equal, a
brand planning a two-minute spot should make a four-minute spot. The people that are going to watch are going to watch more."
advertisement
advertisement
Read the whole story at Mediaweek »
