Before fragmentation and ad blockers, advertisers could get away with showing thirty to sixty second spots to viewers without worrying about losing them to anything other than the restroom. Now, advertisers struggle to engage consumers among the chaos of content and devices.
As a result, an increasing number of advertisers have been shortening their commercial spots to fifteen seconds or less. This is something AudienceXpress certainly noticed while selling TV inventory in the current content climate. When we have Vines and Snapchats that only allow seconds of content and Twitter that only provides a maximum of 140 characters, we can see the human attention span shortening before our eyes.
As we’re increasingly stimulated by vast amounts of information on multiple platforms, cutting TV ads down to fifteen seconds sends the television industry a strong message: adapt to the changing video ecosystem or risk elimination. With fifteen second spots, you get the same number of impressions you would with a thirty, with a better chance of engagement.
As many TV media buyers and sellers will tell you, television ads are primarily sold as thirty second units. As more ad copy moves to fifteen seconds, sophisticated inventory management is required. This is yet another reason why programmatic TV is necessary. True programmatic TV can automatically stitch (or attach) fifteen second spots together to create a thirty second unit. This is traditionally done manually and is time consuming and tedious. Now, instead of manual stitching, we can use a digital sewing machine.
This is just one more step toward perfecting programmatic TV and differentiating true automation from the rest. Given the continuation of fragmented audiences, it’s a matter of time before we’ll be seeing five and ten second ads in demand. When that happens, we’ll certainly be ready for it!