The less said here the better because if I allow what's in me to explode, I'm probably going to strike an unhealthy mix of gloating, ranting, chastising and patronizing (and other than the ranting, that's just not what I'm about)
So check it out. This Mediaweek article references a newly released report, titled "Introduction to Brand Exposure Duration" which was presented by The Atlas Institute at an ARF event in New York.
The primary findings will amaze, amuse and astound you:
The conventional wisdom regarding video ad length in new media is wrong. Longer is actually better.
That 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 15, 10, or even five-second ads would become the norm down the road, as advertisers work to capture the short attention spans common to these media.
Bravo to Atlas for revealing what I think was both common sense and obvious (that's not a slight on Atlas...just validation for what I wrote about in my book AND what I think most people who read Jaffe Juice already knew) And a big raspberry to the myriads of clueless so-called leaders in the interactive space.
Makes me sick to the stomach and nervous as hell when I think about those steering this ship.
Let us use this as a staunch motivator to aggressively pursue a permission-based/on-demand reality where consumers both self-select or self-target AND dictate required/optimal lenth of story to be told.
