why oh why won't the 30 second die
Didn't actually intend that to rhyme. I'm at a loss why Klipmart (and Unicast in an older study) are bragging about 21 seconds like it's good. Yah I'm impressed that people will watch for that long but usually the call to action is at the end of the ad and if people aren't getting to the end of the ad it's a waste for the advertiser.
Advertisers needs to wake up and kill the 30 and move to a 15 (or 5 like Cadillac) or they'll have to start making ads with the call to action at the beginning. Imagine a Pfizer ad starting with comments like "this drug may cause dry mouth and for your right arm to fall off" and then fade to the pretty picture of some smuck dancing in a grassy knole. Just doesn't have the same feel does it?
http://www.marketingvox.com/archives/2005/10/05/online_video_ads_watched_for_21_seconds_on_average/
- Chris
Advertisers needs to wake up and kill the 30 and move to a 15 (or 5 like Cadillac) or they'll have to start making ads with the call to action at the beginning. Imagine a Pfizer ad starting with comments like "this drug may cause dry mouth and for your right arm to fall off" and then fade to the pretty picture of some smuck dancing in a grassy knole. Just doesn't have the same feel does it?
http://www.marketingvox.com/archives/2005/10/05/online_video_ads_watched_for_21_seconds_on_average/
- Chris
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