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Keepin' You Hip: May

Lydia Staton

One of the things that I enjoy most about my work is staying on top of the latest trends not only happening in the media world, but the latest trends and important topics being discussed in the entire marketing and advertising industry.  It’s an ever-changing world that we live in, and being up-to-date on the evolving marketing and advertising opportunities for your business is important.  And so, I offer this monthly update.  Each month I’m going to strive to keep you hip to a new trend, idea, case study, etc. that is happening in the ad world.  My hope is that you’ll find these entries relevant and the information enjoyable.

This month’s topic: Long-Form Ads(!) and their rise to popularity.

Everyone is familiar with the traditional :30s, :15s and even :10 spots seen on television every day.  But are you aware of the videos and even short films that are being funded by advertisers as a new way to reach consumers?  You may have watched a long-form ad on the Internet and didn’t even know it; you thought you were watching a cool viral video!

Long-form ads are nothing new, but they are increasingly being used as a more efficient way of reaching YOU, the consumer.  Below you’ll find some articles that can better elaborate on their rising importance and popularity. 

A great article from Advertising Age.

A link to the Lady Gaga video described in the above article.  Regardless of your feelings for Lady Gaga, I’d suggest watching if you have a spare 10 minutes.  Notice the complete randomness of the brands used, such as Wonder Bread and the dating site Plentyoffish.com.  There are at least nine brands in this video, with only a handful being paid placements.  This video has nearly 40 million views.

A study done on long-form vs. short-form advertising.

Are you advertising locally?  Careful, is your long-form ad ethical?