Tag: "The Wizard of Ads"

Short Ideas for a Short Week

| January 21, 2014

By Chris Miller
Chris Miller Digital
Owner

SHAKER HEIGHTS – “Sorry, I quit paying attention!” 

What attention span can we ask for these days to sell something?  One of my clients created a 40-second video for an email project, and I was momentarily concerned it was too lengthy to keep people watching.  Another client buys two :60 spots back-to-back on TV to show mini-documentaries.

And yet … we’re still offering to sell :60 spots, loaded up back-to-back, as if it’s 1990.

Good luck selling a lengthy ad online.  When YouTube lets us skip the rest of an ad a few seconds in, and Facebook measures your ad in characters instead of columns or inches, don’t six-minute sets of :60s make you at least a little nervous?  Roy Williams, the “Wizard of Ads,” says “Clarity is the new creativity.” Or, if I lost you during that last sentence, “Less is more.”

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