EVER WONDERED HOW long it takes for a commercial to successfully change a person's perception of your brand? Should you be building a slow compelling brand truth to entice the audience in the traditional drawn-out story-telling format, or should you rush the brand story so that people don't tune you out? Here's the answer: Today creativity needs to make an impact on a viewer's mind within 15 seconds, according to a report from Kantar. Of over 1,000 ads tested every year by the agency, the volume of 15-second ads has risen from 1% in 2018 to 13% in 2022, demonstrating the growing use of shorter ads.
15-seconders are the 30-seconders of today. The advertising industry must understand it no longer commands the artillery to "bombard" the public; it is the consumer who chooses what she wants to watch, hence the days of song-and-dance product windows are, for all practical purposes, over. "In a world where attention spans are falling drastically, 15 seconds is probably the ideal duration for any ad," says George Kovoor, chief creative officer, Wavemaker India. In any case, many brands have started prioritising frequency - unleashing short ads at regular intervals -over duration on TV to improve recall.
この記事は Financial Express Mumbai の July 17, 2023 版に掲載されています。
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この記事は Financial Express Mumbai の July 17, 2023 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
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