If I have to have another conversation and explain why we aren't recommending support for your (creative agency) anthemic , amaaaaazing (🙄) long form video, I'm going to explode in a fit of rage.

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Yes because sub six second content is really great. 😑

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Why are your clients paying their agencies to make expensive creative that they aren't going to support with paid media? Sounds like a waste of time.

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Could you explain to us, if you’re not going to explain to your creative agency?

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Good luck building a brand 8 seconds at a time

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Optimizing for view completions by only running short form is sort of like optimizing for hookups by swiping right on everybody. It might work, but everyone involved is sadder for it.

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What are you recommending?

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It's cause people's attention spans are less than 8 seconds. I know you creatives think your 1 minute spot is going to kill and woo your audience but data proves it doesn't. The VCRs are so low it's laughable. Stop convincing the clients to pay for this shit. 🙄

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You mean “film?” It’s art. 🙄

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If it has dogs it it, give it a shot. Long form with dogs performs shockingly well.

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You have no business even having an opinion about it. Stay in your own lane.

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People are only watching 8 seconds, whether it's an 8 second video or a 2 minute video. Wouldn't you rather someone consume 100% of your story vs. 5% of your story? The problem is old school creatives want to defend their long form content as the only way to build a brand, but they can't back it up with long form content people actually want to watch. (There are obviously exceptions of great long form that has gone viral and made an impact, but it's rare.) Accept the challenge to make something great in 8 seconds. If you can't do that, maybe you're not as creative as you thought you were.

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No shit that 6-second ads perform better. Because you're not even giving consumers a choice. You're shoving content down their throats. That's not world class advertising. That's called spam. And to all media folks on this thread, I beg of you to watch this: bbh-labs.com/media-is-killing-social-media/

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Why create long form content if no one is going to watch it? It's not going to go viral cause 99% of the work put out today is mediocre. I can't even remember a long form video ad I actually enjoyed and watched to the end. Then for it to be a successful campaign you need to raise your frequency so who is going to sit through that 2-5 times? YouTube bumper ads are 6 seconds and have really high brand awareness and recall. Also you don't build a brand solely on long form video, that's silly. If that's your approach your strategy is all wrong.

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You don’t build a house with just one tool. 6 second bumpers have a role. So do long form videos when the situation warrants it. Making blanket statements like ALL LONG FORM IS USELESS makes it seem like you are mindlessly using rules of thumb to build one size fits all approaches rather than considering the client, the goals, and the situation.

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I mean, every time my client launches a new TV spot, there are hours upon hours of tweets about it immediately after it airs. Our films on YouTube have tens of millions of views. Never once saw anyone comment on a banner ad or pre-roll, but okay. 🤷🏼‍♀️

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@Havas. Utter bullshit. Other than fashion, soft drinks and a few categories , you tell me the advertiser that can fit a meaningful message into 6 or 8 seconds. It’s the hand job of advertising. You’ll take it if it’s all that’s offered but it’s not what you really need.

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It doesn't matter what the advertiser can do, it matters what the consumer is doing. And they're only watching 8 seconds. The rest of your spot is a tree falling in empty woods.

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Also, how can you say a meaningful message can't be fit into an 8 second video when advertisers have been getting across meaningful messages on 8x10 pieces of paper for decades?

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When all data points that long form doesn't work on digital what else is there to say. In your experience as a consumer when have you sat through long form on digital? Was it an enjoyable experience? Do you want to sit through it 2-5 more times? If you can't say yes to that then you need to really rethink the value of long form.

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Blanket statements are never correct. :)

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