Advertisers struggling to create impact with ‘crowded’ 15-second videos, claims new research
Many agencies are struggling to create effective 15 second video ads and are overcrowding their messages and making them less effective, a new study looking at the impact of video advertising has claimed.
Dr Peter Brawn and Gai Le Roy
Research carried out by Gateway Research on behalf of Videology also found desktop computer screens are as powerful as TV when it comes to eliciting an emotional response from an ad.
I can’t believe that I’ve read this article. In fact, I thought it must have been archival because there’s not one thing in these findings that Bill Bernbach, John Webster, Lionel Hunt, or innumerable other creative luminaries spanning the past fifty years, could not have told you. The bigger the image, the bigger the impact? Go on. Creative has the greatest impact on emotion? Oh, wow! Celebrities gain attention? Don’t leave home without one. Frequency aids recall? Repeat, repeat, repeat and you’ll be sweet, sweet, sweet.Those in the target market respond more favourably than others? Well I never!
It’s always nice to be reassured but I hope Gai Le Roy and Dr Peter Brawn didn’t spend too much time and money on achieving it.