Why Short-Form Ads Work: Because They Always Have
As someone who has spent decades in media planning and buying, Richard Whitman’s recent article on Magna’s new study, "Does Every Second Count? Planning Ad Lengths Across Platforms" is interesting on several fronts.
While the Magna study looks exclusively at :06’s vs :15’s on mobile and PCs, ultimately recommending that media planners should adjust ad length to platform, length of programming and ad objective, those of us who work with clients on linear television have known for many years that running short-form TV ads in the form of 10 second spots is highly effective and efficient.
Unfortunately, these ad units continue to be under-utilized in what, if planned and bought correctly, can be a strategic and efficient use of a client's resources, helping them build reach quickly, and more importantly, frequently saving them hundreds of thousands of dollars.
For example, Magna’s study finds that the :06 unit is less effective than the :15 on FEP (full-episode player), or long-form content. In our experience, with client after client, 10-second ads on linear television are highly effective in driving purchase decisions. In fact, they have led to up to 30% or more increases in sales versus a non-advertising period.
So, while we agree with Magna’s findings and Whitman’s reporting, it doesn’t surprise us. Short-form advertising on linear TV has been an effective and cost saving tool of smart advertisers for years and will continue to be even as content and channel distribution continue to expand on new platforms.
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December 31, 2020 at 10:59AM