media consumption habits show audiences are favoring long-form content more and more. what impact do you think this might have on advertising (the practice, not the industry)? will we see longer, narrative-driven or docu-style campaign pieces? or is this trend an emergent group of consumers generationally fractured between traditional and social media outlets?

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Where is the data on this? Not saying I’m doubting your sources, just genuinely interested. IME clients just want low CPM/CPC — and that’s cheaper to get with a smaller investment into the creative. In other words, short creative = less $ and same or better CPM/CPC. There’s no real incentive for clients to buy long-form creative.

But if there is, please share, I would love to make the case to spend more making cooler longer creative :)

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Lemme get that data

I’m gonna let y’all in on a little secret: People of every generation and socioeconomic status, age, race, gender, etc, will watch what they’re interested in. They will also skip what they don’t find interesting. It doesn’t matter if it’s three hours or ten seconds.
But it is a hell of a lot harder to make something interesting that lasts ten seconds.

https://www.honest-broker.com/p/audiences-prove-that-the-experts?utm_source=substack&publication_id=296132&post_id=166543421&utm_medium=email&utm_content=share&utm_campaign=email-share&triggerShare=true&isFreemail=true&r=4ngcmj&triedRedirect=true

The Diminishing Attention Span: How Technology is Reshaping Our Minds
https://medium.com/@sahin.samia/the-diminishing-attention-span-how-technology-is-reshaping-our-minds-47963d248d41

The Great Contraction: Why TV Seasons Are Shrinking And What It Means For The Industry
https://www.tvrev.com/news/the-great-contraction-why-tv-seasons-are-shrinking-and-what-it-means-for-the-industry

You Now Have a Shorter Attention Span Than a Goldfish
https://time.com/3858309/attention-spans-goldfish/

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