Shorter TV ads get more viewer attention than longer ones. That's what research recently reported by Television News Daily says.
Ten-second ads get about ten percent more attention than 30-second spots, and 20 percent more than 60-second ads.
This doesn't seem like earth-shaking news. To me, it sort of stands to reason. A shorter ad is less of an intrusion.
The challenge, though, for a shorter ad is you have less time to draw and hold the viewer's attention, and less time to get across a convincing marketing message. Shorter ads might be used in combination with the more traditional 30s or 60s, which have the time to get across the marketing pitch, while the short 10-second spots can serve to keep the brand name out there and possibly remind viewers of the longer ads that have the full marketing info.
We've been seeing short ads -- some even less than 10 seconds -- on the internet for years as pre-roll for online content. But for those online ads to be seen, marketers need to hook the viewer in the first few seconds so he or she will want to keep watching, rather than click on "Skip Ad." That's where real creativity comes in... or not.