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Report: Are super-short video ads stifling creativity?

2 Mins read

  • Agency creative executives think the craze toward creating video ads shorter than traditional formats like the 30-second spot is which makes it harder to share with a proper story or make an emotional hitting the ground with viewers, knowning that several of the pressure received from Silicon Valley and social media marketing platforms to truncate ads is hampering creativity,?according to a report operating a business Insider?
  • Other issues cited with super-short video ads suggest that it doesn’t easily fit easily into existing ad’ space and even make pricing difficult (a six-second spot being just one-fifth the capacity of a 30-second spot, as an example).
  • Creative executives added that production costs aren’t a lot less expensive for shorter ads. Overall, you will find there’s sense that major digital platforms like Facebook and Snapchat are dictating ad length to your advertising industry and forcing it to experiment “on clients’ dime,” Jeff Stamp, deputy chief creative officer for GreyNY, told Business Insider.

The frustration of creative executives when using the trend toward super-short video ads is a latest indicator that agencies carry on and face challenges in adapting to the demands of internet marketing, as well as changing norms from what needs been a gradual comfort zone because the birth of TV – however, the usual 30- and 60-second video spots. Agencies likely feel particularly torn regarding the issue, because there is increasing pressure to produce more emotionally-resonant, authentic-feeling marketing, which were tougher to carry out under ever-tighter a lack of time. ?

Stepping clear of agency opinion, some video marketers might push back about the viewpoints in the market Insider report.?Super-short spots are valued in for as being a snappy strategy to immediately draw interest and encourage further engagement on platforms like Snapchat, where users can swipe through to ads to get into better quality, longer-form content.?Creative execs’ complaints about digital platforms dictating ad length can also discount actual consumer viewing habits, especially as mobile commands more attention and plays a larger role in marketing.?

“Super short videos have disrupted the concept of marketing with video and may carry on and play a pivotal role throughout 2019,” Jaclyn Rose, internet marketing lead at G2 Crowd, previously told Marketing Dive. “The 10-seconds-or-less video format has capitalized on today’s increasingly short attention spans. Oahu is the hook, the foot-in-the-door, the branding and awareness play that will turn video viewers into interested buyers.”

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