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star Direct in Toronto, says shorter attention spans are dictating the need for
shorter, easy-to-digest pieces of content.
Sitting still for 28 minutes and 30 seconds
— and focusing on a single screen during
that timeframe — is getting more and
more difficult in the increasingly digital
The shelf life of a long-form cam-
paign has also changed during the past
few years. “In the past, someone could
produce an infomercial and run it suc-
cessfully for six months to a year,” says
Crain. “Now, I find it hard to believe that
anyone in my son’s generation or young
parents have the time to sit and watch
But that doesn’t mean long-form
isn’t still a strong and viable venue for
products that cost $100 or more and that
need that extra demonstration push. It
just means that marketers that take the
long-form route need to be ready to make
a true investment in the cause — and not
take a half-baked approach to it.
“To succeed in long-form, you have to
use good production values,” says Crain.
“If someone is going to spend more than
$100 on your product, they want to see
a quality show that helps them make the
decision to go to a website, read product
reviews, and/or buy at retail.”
The good news, says Garnett, is that
long-form is still a very applicable and
useful format for certain types of products.
And though his firm hasn’t produced
any long-form campaigns in the past 12
months, he says it remains a viable component in the direct-to-consumer stable.
2) the current stock of long-form shows is
getting a bit stale.