Nielsen Patents Method For Compressing TV Ads, Finds They Can Work Better Than Longer Ones

by Joe Mandese , June 11, 2018

Nielsen has quietly begun rolling out a new offering that enables advertisers to compress the length of TV commercials -- and potentially other video ads -- in a way that makes them as or more effective than their original length, and far cheaper to buy.

The new method, which is …

advertising, campaigns, digital, media buying, media measurement, neuromarketing, nielsen, research, television

3 comments about "Nielsen Patents Method For Compressing TV Ads, Finds They Can Work Better Than Longer Ones".

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Ed Papazian from Media Dynamics Inc, June 12, 2018 at 10:52 a.m.
Interesting but it all depends on the kind of approach the advertiser uses in the commercials as well as other factors. For example in the beginning of a campaign longer messages may be needed while the shorter ones fill in as cost efficient reminders, later. Same applies for new products which must be introduced to prospective users for the first time. If humor is the basic communications ploy, it might be dangerous to cut the ad too short as this minimizes the value of the humorous scenario to repeat viewers. If the primary sell is a technical one, with some form of demonstration or "documentataion" needed, this, too, may call for longer messages---but if the basic message is short and sweet, short may be the way to go, etc. etc.
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John Grono from GAP Research, June 12, 2018 at 6:27 p.m.

Totally agree Ed.

Has Nielsen used any ROI modelling to ensure that the 'compression' gains result in commensurate sales uplifts - because that is the end-game in advertising.

But I also wonder what happens when all competing brands are compressed.

John Grono from GAP Research replied, June 12, 2018 at 6:30 p.m.

Apologies re the ROI comment - the graph didn't originally render. Re-loaded and there it was. Weird.