By Adam R Jacobson
RBR + TVBR
Short and Sweet.
We’ve heard that phrase for decades.
But, is it possible that being a bit too short amounts to nothing more than causing a “blip,” rather than making an impact, if you’re an advertiser?
That’s the debate now circulating among members of the advertising community, following a Nov. 28 report from Ad Age digital technology reporter Garett Sloane that reveals Snapchat ads are averaging less than three seconds a view.
Three seconds.
Rihanna was FourFiveSeconds from wildin’.
Neneh Cherry once sang about being just seven seconds away.
Are three seconds long enough to truly establish a valuable brand connection with consumers?
I say no.
Radio and TV sales executives should be saying the same thing, and share their answer to every new and returning client they speak with.
