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Issue link: https://digital.macdirectory.com/i/1134553
According to the IAB (Interactive Advertising Bureau), firms that approach their marketing efforts as mobile first to reach the influential Gen Zers, often find it difficult to give up the use of long-form advertising in the new short-form space. Heck, it's even difficult to watch the "traditional" 30-second or one-minute ad on TV – even during the Super Bowl – and with mobile first marketing, it becomes even more difficult. When he first advanced the idea of 6-10 second ads to client Twain Richardson, head of FoR (Frame of Reference) post production in Jamaica, he said they thought he might have been partying too much. "Clients are surprised that 6 to 10 seconds is enough to get a powerful message across," Richardson said. "Once you divide the time into images, people quickly realize that it was enough time to say something even bigger. "Our brains really aren't time- constrained, he added. "The biggest surprise was honestly the fac t that six seconds really is enough time to get a big message across. When I was writing and thinking in words, it was hard to keep the narrative small enough; but once I divided the time into images, it felt like there really was enough time to say something bigger." Andrew Lee, of Ralph Smyt h Entertainment in Austin, T X , not only did a six- part series of branded cooking videos for the Texas Beef Council but developed a mobile - ready ad that has drawn praise from the council and attention from mobile viewers every where. The series featured local personality Jess Pryles and her Hardcore Carnivore brand shirts discussing the enjoyment of meat lovers cooking beef on their grills. Instead of an extended cooking story for the ultra-short-for mad, Lee focus on two scenes–the sizzling steak on a hot grill and Ms. Pryles talking about the great taste wearing her special "Steak & Bourbon… a complete meal" shirt. In addition to the favorable comments for the spots and ad, Ms. Pryles said hardcorecarnivore.com has enjoyed a lot of visitors … and sales. "We were surprised by the power of a few images and how quickly the mind could fill in the blanks," Lee noted." But in only six-seconds, 180 frames people have said the ad was very effective and feels much longer." "The key," Richardson added, "is to spark images in the viewer's mind and make him/ her want to see more. And it certainly can't be on-screen so long that people want to move to another short-form video." Whether it's a short-form film or a series for Quibi, Amazon, YouTube or other mobile streaming services; the story must be interesting and done very professionally. If the horizontal or vertical video is to be viewed free (ad supported), it requires the best message you can give the viewer … they can see the difference. Just remember what Liane Moriarty said, "Little kids, little problems. Wait till you've got drugs and sex and social media to worry about." Viewers can tell the difference immediately and if you can't grab them instantly, they're … gone!