It’s no secret that the internet and other technological advancements have drastically changed television forever. People watch their shows on their own time and on whichever device they want. There’s no use in fighting it. The television landscape has completely transformed, so the way viewers receive TV commercials must evolve with it…and that evolution has begun.
With new technologies like video on-demand and DVR, viewers have new levels of control over what they watch. It’s easier than ever before to avoid, or play dodge with commercials. People need a reason to stick around, whether it be an entertaining or informative one. That part of television advertising hasn’t changed; there must be an impact, but the time to make one may be getting much shorter.
Social media sites like Vine, Instagram, and Twitter have popularized the short-form delivery of information. The initial transition of TV ads to the internet wasn’t very difficult, as television commercials were usually between 15-30 seconds, which was perfect. However, viewers are now craving something snappier, shorter, shareable, and yet still effective on an emotional level. Soon, when TV ads average out in more of the 3-7 second range, their creators will long for the seemingly infinite 15 seconds of the “old days.”
The good news is that this newly preferred shorter length gives greater possibilities to get more than one use out of a television commercial. A smart production will allow for numerous applications of the advertisement on different media platforms. Remember, no matter how brief the run time or tiny the screen, TV commercials must land with impact, and land fast.
KVibe Productions is a full-service video production company. Whether it’s a product video production, a corporate video, or a commercial production, KVibe offers the total package of multimedia services from development through distribution.