I’ve been doing 28:30s and :120s for the last 20 some odd years……..so, in this age of speed, internet, You Tube and Tivo, why on earth are marketers relegated to these same media lengths? Maybe there is a reason that You Tube limits their video posts to 10 minutes. Maybe people really don’t watch much longer than that any more.
In the old days, when people watched more television, people might sit down and watch a thirty minute infomercial. When they channel surfed, they might watch 10 or 12 or even 15 minutes of infotainment, especially for a compelling topic that piqued their interest…..
However, marketers (MY CLIENTS!!!) are still paying to do thirty minute shows because there seems to be nothing in between two minutes and thirty minutes. WHY??????
If the average time an infomercial is watched is 8 minutes and shrinking, why can we not get media time that is between, say, 5 minutes and 15 minutes in length???
I admit that I am no media expert, however, there is supply and demand.
If marketers with multiple products could split 28:30s into 2 or 3 shows for different products, would that not be a major value to them, especially as they really don’t need a full half hour to sell a product….We really could do it in 15 minutes or even 9.
It’s a really tough economy. Consumers have a harder time reaching into their pockets for purchases. We are all trying to give consumers a value. Why can’t we give marketers a value and give them choices?
I know. There would need to be many many people who wanted 15 mins, 5 minutes, etc…..So, they only way to start is to gather up marketers who say : I WANT MY NEW LENGTH MEDIA TIME!!!! Hey, it worked for MTV long ago, maybe it will work now. All they can say is no.
I would LOVE to hear your comments and thoughts on this, especially you media folk. Let’s stir the pot and get this party started!!!!
We fight with clients alot about this topic. When clients tell us to go imitate a commercial or infomercial that did well, do you know what happens? They are no longer our client. Why? Because that is like going to a spa for a facial, massage and manicure and only sticking your toe in the pool and getting no services. Because at Avalanche, we are ruthless about delving into creative territory that our clients have never gone before…..because that is what works….breaking through the clutter. Of course we use sound principals that work in DR, but it might look, sound and act differently. Don’t you think people get tired of seeing the same things over and over. Don’t you? You are human aren’t you, even though you might be in this business? It’s the same with consumers.
Come to Avalanche because you want inspired and fresh IDEAS. Anyone can shoot and edit a commercial, but only Avalanche delivers ideas that pack a mean creative punch. Anyone that has worked with us knows our people are colorful, brilliant, at times even downright cranky in defending a solid creative approach. We don’t just want to take your money and do whatever you tell us. That is not in your best interest.
I hope someone will write a retort to this and get a heated debate going!
Ava