Longer ads can work if they keep viewers entertained

05/3/2010 | Advertising Age (tiered subscription model)

Although it may seem counterintuitive in this multitasking age to make ads longer, marketers see long-form spots as a way to break through the clutter. "That common rule of trying to keep it under a minute and half at the long end of the spectrum is being demolished and now it's about making sure that the entertainment value is there," said Roger Camp, chief creative officer at Publicis & Hal Riney. "And rather than having the brand talk about itself for a minute and half, what we've learned as advertisers is that the hard sell can't be a component of something you watch for a long time."

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