Even in 2017, many advertisers are still focused on the 30-second spot and aren’t set up to adapt to all the new formats, agencies and publishers say.
It’s not just the skills and expense that’s the issue. The creative ecosystem has been built around the 30-second TV spot and, more recently, the 15-second spot. The investment is both financial and emotional. PAnd publishers need the money so they take them and repurpose them as pre-roll, users be damned.
Noah Mallin, managing partner of MEC Wavemaker, said, “A six-second ad may be more audience-friendly, but it isn’t often the first thing that comes to mind when the client’s thinking about a big idea.”
Change is happening, though. In June, Fox Networks Group announced it would start supporting the six-second unskippable ad format, following YouTube’s example.
Lucia Moses. “Don’t take away our 15s”: Advertisers scramble to meet platforms’ new formats. July 11, 2017. Digiday.