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State of the Screens

The ad industry feels like Silicon Valley is killing creativity

By May 9, 2018No Comments

The ad industry knows that they need shorter creative (6s, etc.), but isstruggling with storytelling in a compressed environment.

A few challenges:
1) Connecting w/ consumers — 
Creative executives worry that 6s is not enough time to connect with customers in a similar way to the 30sallotted in most TV spots.
2) Pricing for creative — Fixed costs for creating both formats is very similar. Will brands expect to pay less?
3) Pricing for ad spots — Do these spots cost 1/5 less to run? For example, if a 30s spot has a CPM of $25 does the 5s cost $5?

Quote from Jason Sperling — SVP, Chief Creative Development @ RPA.
“actors haven’t gotten cheaper. Production costs haven’t gone away.”

Quote from David Campanelli — SVP, Director of National TV @ Horizon Media.
“We know that most of the time the 15-second ad is less effective than 30. Not usually half as effective, but less effective,”

A good example of a 6s ad currently being tested by Acura:

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.