I’ve been beating on for ages to anyone that will listen about the fact that the 30 second commercial is dying a death.
And an article which came out in New Media Age yesterday has given me more grist for my mill.
According to a survey of UK media agencies undertaken by AOL’s branded video distributor Goviral, long-form video content now comprises 35% of total online video spend.
Have a look at this short film UA client Tim Key wrote for Innocent Smoothies starring Kriss Akabusi. Tim worked collaboratively with the Innocent creative team and director Jonathan van Tulleken and I have to say everything went without a hitch (well, that’s what they all told me!)
And I’ve mentioned Insanely Driven before, a long-form film directed by Jorg Tittel and Alex Helfrecht at Oiffy for Reckitt Benckiser which Oiffy also helped to produce. Here’s the trailer:
Half of the people surveyed said they now have a dedicated person or team responsible for online video at the agency they work at, and 60% use a video distribution platform to circulate long-form content.
And more than 50% use an advertising agency to produce long-form content rather than production companies or digital agencies. Which has rather turned my theory that ad agencies don’t seem to be receptive to collaboration on long-form content on its head.
René Rechtman, from Goviral said, as more people are switching off from traditional online advertising formats, long-form content offers the scope for richer storytelling, providing brands with the opportunity to converse with their audiences in more creative, exciting, and ultimately, shareable ways.
If you are an expert in the art of the 30 second commercial, you can always ring me up and I will be able suggest a whole raft of UA writers who could help you wrestle with something much longer – easy!