In the 2023 Super Bowl, brands like Dunkin', Pfizer, and Jeep chose longer ad formats, opting for up to two minutes of airtime despite the high cost. Media buyers suggest that length can enhance storytelling, allowing brands to resonate more deeply with viewers. Joy Howle from FerebeeLane argued that longer ads stand out and can be more memorable. Moreover, many brands also release extended online versions of shorter ads to further engage audiences, showcasing the growing trend of longer storytelling in advertising.
According to Adam Schwartz, svp of investment, sports, Horizon Media, brands should focus on creating commercials that resonate with viewers, and if they feel they need extra time to tell a story that brings people in, they should go for it.
Joy Howle, media supervisor at FerebeeLane, noted that longer spots help separate the advertiser from the rest, often leading to more memorable and eye-catching ads.
Kevin Collins, evp, sports marketplace strategy, IPG Mediabrands, emphasized that if a brand has a solid creative and the budget, they can opt for longer, impactful ads.
It's worth noting that even brands opting for 30-second ads often release extended cuts online, demonstrating a trend towards deeper storytelling.
Collection
[
|
...
]