{"id":243,"date":"2017-07-15T15:53:18","date_gmt":"2017-07-15T15:53:18","guid":{"rendered":"https:\/\/www.sureshdinakaran.com\/blog\/?p=243"},"modified":"2017-07-15T15:53:18","modified_gmt":"2017-07-15T15:53:18","slug":"is-the-30-second-ad-dying","status":"publish","type":"post","link":"https:\/\/www.sureshdinakaran.com\/blog\/2017\/07\/15\/is-the-30-second-ad-dying\/","title":{"rendered":"Is the 30-second ad dying?"},"content":{"rendered":"

The death of an advertising stalwart!<\/strong><\/p>\n

Well it surely appears so. And Silicon Valley<\/strong> is\u00a0killing it.The rise of social media<\/strong> has made the elaborate plot lines of old-school spots seem archaic. And the Mad Men<\/strong> are, well, mad.Or, so was the fad!<\/p>\n

Trapeze back to the days of the 30 second long format<\/strong> ads(long by today’s standards) where marketers, brand owners, agency heads, creative directors, art directors and film makers peddled a basketful of promise, creative thought and motivation to influence the seemingly reachable TG in their quest to change behaviours, cultures and consumption patterns. There was a certain trance in that romance to create.<\/p>\n

\"\"<\/p>\n

So what is prompting the change? In an always on<\/strong> land of uncertainty, are we losing the plot(and losing the audience) or has the landscape itself changed?<\/p>\n

6 is the new 30<\/strong><\/p>\n

They say 20 is the new 40 when it comes to audience maturity and demographics. Platforms like YouTube<\/strong> have increasingly challenged agencies to tell their stories in a\u00a06-second slot<\/a>\u00a0— the average attention span of today\u2019s mobile user. That mobile user, who again by conventional paradigm, is on a perennial instant fatigue. So 30 seconds is a long journey to risk with them! \u00a06 has indeed become the new 30<\/strong>. And numbers don’t lie!<\/p>\n

It makes sense. You might be willing to sit through a 3-minute trailer before a movie, or a 30-second \u201cWhassup\u201d ad before an episode of\u00a0Jimmy Fallon<\/i>.<\/em>That may come across as non intrusive or no skin of your back.\u00a0<\/em>But amidst the\u00a0native content<\/b>\u00a0of notoriously short-form channels like\u00a0Instagram<\/b>\u00a0or\u00a0Snapchat,<\/b>\u00a0these types of ads are disproportionately long. So much so, that they may pre qualify to be spam! Just kidding.<\/p>\n

And for all those who are number crunchers: if we had a nickel for every 60-second\u00a0YouTube<\/b>\u00a0video we gave up on because of an unskippable 30-second ad, we\u2019d be at least $1.25 richer. What will you do for a\u00a0few dollars more<\/b>?<\/p>\n

\u201cCreativity is dead.\u201d — Old School\u00a0Advertisers<\/strong><\/p>\n

That almost seems like an Old Jungle<\/strong> saying(remember Phantom<\/strong> is rough with roughnecks!!!).<\/p>\n

Ad execs<\/strong> counter that cutting time means sacrificing emotional stakes and story arc for the sake of speed, effectively\u00a0prioritizing watchability over effectiveness.<\/b><\/p>\n

Another, not-so-secret motive: it\u2019s harder to get paid proportionally for the production of super-short ads, which still require actors and equipment.The\u00a0CFO and CMO lines have been blurring<\/b>\u00a0and the motive should not surprise us.<\/p>\n

Hey, we love Ogilvy<\/strong> as much as the next ad geek. But as the father of mass media<\/strong>,\u00a0Marshall McLuhan<\/a><\/strong><\/span>, put it back in the \u201860s: \u201cThe medium is the message.\u201d Yes, we now surely get the message.<\/p>\n

And today\u2019s medium<\/strong> is 6-second Snap Stories<\/strong>. And it has to be over in a snap. Otherwise today’s audience will snap out of it.So the\u00a0mean<\/b>\u00a0median<\/b>\u00a0for a\u00a0message<\/b>\u00a0is all coming down to 6 in the City(and beyond).<\/p>\n

So,\u00a0Lights, Camera<\/b>….do we have the time to say\u00a0Action<\/b>?<\/p>\n

ENDS<\/b><\/p>\n

www.groupisd.com<\/strong><\/p>\n

www.brandknewmag.com<\/strong><\/p>\n

Image<\/strong>: Digitalvidya<\/p>\n","protected":false},"excerpt":{"rendered":"

The death of an advertising stalwart! Well it surely appears so. And Silicon Valley is\u00a0killing it.The rise of social media has made the elaborate plot lines of old-school spots seem archaic. And the Mad Men are, well, mad.Or, so was the fad! Trapeze back to the days of the 30 second long format ads(long by … Continue reading “Is the 30-second ad dying?”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[27,28,36,35,26,37,14,33,40,34,30,32,13,31,16,38,29,39],"class_list":["post-243","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-30-second-ad","tag-6-second-ad","tag-ad-agencies","tag-ad-executives","tag-advertising","tag-branding","tag-brands","tag-creative-directors","tag-digital-marketing","tag-film-makers","tag-instagram","tag-mad-men","tag-marketers","tag-snapchat","tag-social-media","tag-tv-ad","tag-youtube","tag-youtube-ad"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/posts\/243","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/comments?post=243"}],"version-history":[{"count":1,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/posts\/243\/revisions"}],"predecessor-version":[{"id":245,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/posts\/243\/revisions\/245"}],"wp:attachment":[{"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/media?parent=243"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/categories?post=243"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sureshdinakaran.com\/blog\/wp-json\/wp\/v2\/tags?post=243"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}