I have advocated for short copy. This blog is always fewer than 300 words so you can read it in one minute. I’m still an advocate for shorter copy, but I’m becoming an advocate for longer TV ads, and the trend is supporting this feeling.
In the Super Bowl, the trend is not for more and more 15-second ads, but for more 60-second advertisements. In 2014’s Super Bowl, 40% of all ads were 60 seconds long. The format does allow for a more compelling story, but the longer version makes a great website ad or You Tube ad.
Longer ads may be the trend, but 60-second ads make a lousy, totally skippable pre-roll ad. In my opinion, pre-roll ads should be more like Vine videos and should run in the 4 to 7 second range. That is about as long as it takes me to start looking for the “skip” button.
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