We were saying in our June 2018 post, that a study published by ADMAP magazine in March 2018, referred on research results comparing 30 sec TVCs and 15 sec. Using rational and emotional drivers of brand choice, the verdict tilted definitely in favor of the 15 sec commercials, tracing marginal effectiveness differences.
Now it is time to elaborate, by adding two parameters:
· How quickly viewers disengage from watching a video
· How brands can handle storytelling.
Disengagement: A recent article by Jon Brand (Jon Brand is senior vice president on GfK’s Marketing Effectiveness team in North America) presented the following chart, showing that approx. 1/3 of viewers disengage from viewing by the 10th sec of airing.
Storytelling: As old as humanity! Stories are well remembered because they connect facts and life lessons to help us make safe decisions now for the future. They were deposited in our memory by our unconscious selves. Daniel Kahneman in “Thinking Fast and Slow”, refers to the decision maker as the remembering self. And as he says, “The remembering self may be wrong, but it is the one that makes decisions.”
Storytelling needs longer formats. If the right elements are there (ALPHA Beer in GR /First generation of Marriage dance between father and daughter), then all above norms bend! But these are the unique and exceptional cases.
Is it the fashion of the times for planners to forget all other than TV & Digital media? Cinema is the optimum medium for storytelling. Pre-rolls are excellent opportunities. And especially Radio with hundreds of regional stations offering rock bottom cost, are great opportunities to explore. So yes, go on TV if your story is superb and if your resources can withstand it, but in all other cases go on the expensive media with shorter versions, to secure the media qualities that most advertisers fail to build: Consistency and dominance.
Then also stronger brands that have already built their story, can always find ways to refresh memories, without braking the Bank.