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State of the Screens

Time runs out for the 30-second television ad

By May 7, 2018No Comments

The explosion of new video formats and subsequent shifting of advertising dollars from TV to digital requires a heavier focus on creating content for shorter ad lengths (0:05, 0:06, 0:15, etc.) to deliver a message with an eye toward ever-shorter attention spans.

Advertisers that pay for 9 out of 10 TV commercials contribute about a third of digital ad spending.

The other way to look at this is that the advertisers that cover 70% of digital ad spending only account for 10% of TV spend.

Not only are there differences in creative tastes but different advertisers are allocating their budget in completely different directions when it comes to TV and digital.

Google will not allow 30-second ads that are unskipabble by the end of the year.

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.