I'm announcing the death of the 30-second TV ad – it is too long, it is bullshit," he said, speaking at the Advertising Week Europe Conference in London last Monday. "Five seconds is the right length. One of the ways of getting noticed is to change the standard unit of consumption, that unit is 30 seconds and it is boring. |
Beattie has introduced what he referred to as the "five-second rule", that in the modern technology age of Facebook, YouTube and Twitter consumers have become much quicker at analysing messages.
30 second [TV ads] are ridiculously long, it is a lifetime," he said. "People know within two seconds if they like something. The absorption of information is so fast these days it is amazing.
I keep telling my clients "cut to the chase". But no...they want 20 minutes or longer of boring-ass video. This guy's right. We get it in a few seconds whether we're interested or not.
Further in that article a TV exec comments -
|Because of technology everyone thinks that they can do everything," she said. "We think we can be good photographers or good singers but we can't. Most people are boring. Just because we have technology doesn't mean we can be Picasso or upload the next Abba album, if you know what I mean. [Facebook is a] fantastic huge, free, opportunity, but should brands use Facebook for things that aren't going to make a social impact? I think not.|