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July 7, 2006

Bring on the Five Second Ads!

Yeah, we know advertising will never end but we also know it's a necessity. What if the commercials become a lot shorter but shown more often? Well, some advertisers are trying that according to USAToday:

It may take longer to read this sentence than to watch one of Honda's recent mini-commercials. In just five seconds, the TV ad shows features of its new Fit hatchback, followed by a computer-type voice saying: "The Fit is Go."

Honda's TV tidbit, along with a five-second AOL commercial earlier this year, are examples of one concept marketers are trying to get more bang for the ad dollar in a crowded, on-demand media environment. Done a few times in the past as mainly a stunt, mini-ads placed at the end of commercial breaks are now being tried as a strategic tool against ad-zapping on digital video recorders (DVRs). They take advantage of the fact that when a user stops fast-forwarding on many DVRs, the machine backs up a few seconds to compensate for the user's reaction time.

Even better:

Clear Channel created a one-second McDonald's ad with its "I'm Lovin' It" jingle and a Mini Cooper ad with a honk and a voice that says, "Mini." McDonald's and BMW did not create the samples, which haven't aired. And Cook insists the company won't overwhelm listeners with wee ads. "We have limits on how many and how often any of these shorter ads will appear."

I like the concept but I'm sure we'll still have to watch 20 of these mini ads in a row, defeating the whole purpose. Who knows?

At USAToday

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Posted by William Hungerford at July 7, 2006 12:49 PM

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