Longer TV spots — 60 and 120 seconds — are a staple of response-measured TV for a reason: they drive higher esponse per media dollar. Yet agencies struggle to know hen to use 120s, and how to make them effective.
Consider brand agencies where the 30-second spot is
king. I once attended an account planning conference where
Chiat/Day talked through the planning that led to a 120-sec-
ond Nissan spot. You’d think Chiat/Day would have made a
killer 120. But I was shocked. Despite incredible production
and creativity, after 30 seconds I’d gotten the entire
brand message I needed and was bored — the
extra time just didn’t deliver value.
Even many in the response TV business don’t make good use of longer
times. So-called “brand response”
teams tend to “skip the stone” in
60s and 120s — skipping from
thought to thought without
diving in (while trying to look
just like a brand spot).
And, too often, traditional
DRTV companies use 120s to
browbeat the viewer — repeating the same message endlessly.
This sometimes gets a lot of phone
orders — but it always decreases retail and damages brand.
So let’s start with some “don’ts” for
; Consumers don’t want long messages about your
brand. As a result, 15- and 30-second spots are probably the perfect length for brand/lifestyle messages.
; Consumers don’t want only your big idea for 120 seconds. Big ideas can be important, but after 10 to 20
seconds, consumers want to know more.
; Consumers don’t want 120 seconds of features. Yet
many brand creative teams seem to believe that the
only thing other than brand/lifestyle messages are lists
Here are some “do’s” for longer creative:
; Do talk about products as a way to demonstrate brand.
Consumers don’t buy your brand — they buy products
that represent your brand. This makes product incredibly important to them and warrants a well-constructed
60 or 120 seconds.
; Do talk seriously and honor what the consumer cares
about — spending their money wisely. Consumers
want to understand the products they buy.
; Do help consumers envision your product in their
lives — showing value that interests them while being
achievable and important.
; Do explore how features and benefits come together.
Features and benefits are a package — neither exists
without the other.
; Do use details to make things memorable. Big ideas
stick better when there are details attached to
Picking a spot length is a critical
strategic and a financial choice. The
longer lengths are superb if product
is at the core of your advertising
and when building brand with
product. Longer lengths are key
to creating immediate demand
at retail or online/by phone.
Longer lengths are critical for
new messages. Also remember
that the DRTV rate card makes
60s and 120s affordable.
you choose a
60 or 120, use
the time well. For
example, when testing
a 60-second spot, a house-
wares manufacturer found — through
Nielsen, which compared impact
with their database of 30-second
brand spots — that the 60-second
DR spot dramatically outperformed
the 30-second spots in driving pur-
chase intent. But, more surprisingly,
this DRTV spot dramatically outper-
formed the brand spots in both brand
recall and likeability.
So embrace longer lengths for
their added power. But remember
that while any agency can make a
long ad, only a few can make it deliver big impact. Choose wisely. ;
Make 120 Seconds Count
By Doug Garnett