Comments on: 2-Second Ads Catch People By Surprise http://www.writingwhitepapers.com/blog/2007/06/21/2-second-surprises/ Everything about writing and marketing white papers Fri, 30 Jul 2010 03:39:00 +0000 http://wordpress.org/?v=2.3.1 By: keyaudioads http://www.writingwhitepapers.com/blog/2007/06/21/2-second-surprises/#comment-61019 keyaudioads Wed, 17 Dec 2008 16:02:36 +0000 http://www.writingwhitepapers.com/blog/2007/06/21/2-second-surprises/#comment-61019 Hi Michael Its very true what you say, I think I remember reading something similar with TV, a split second image of a beer can or soft drink bottle, is enough to get people to get up a walk to the fridge, anyway would you believe we run 5-10 second ads, not on the radio or tv, but on a network of publishers web pages. Some frown on the idea, some like it. We are aware of the trills and spills of such advertising methods. Perhaps some day you might hear one of our clients ads, it would be very interesting to read your views... Hi Michael
Its very true what you say, I think I remember reading something similar with TV, a split second image of a beer can or soft drink bottle, is enough to get people to get up a walk to the fridge, anyway would you believe we run 5-10 second ads, not on the radio or tv, but on a network of publishers web pages. Some frown on the idea, some like it. We are aware of the trills and spills of such advertising methods. Perhaps some day you might hear one of our clients ads, it would be very interesting to read your views…

]]> By: Hotel California http://www.writingwhitepapers.com/blog/2007/06/21/2-second-surprises/#comment-59265 Hotel California Thu, 15 May 2008 19:09:17 +0000 http://www.writingwhitepapers.com/blog/2007/06/21/2-second-surprises/#comment-59265 Some ads trick are very cleaver, the ones that based on psychological person side. And it's very annoying when ads interrupt live sport translation. Some ads trick are very cleaver, the ones that based on psychological person side.
And it’s very annoying when ads interrupt live sport translation.

]]> By: Nek Strebor http://www.writingwhitepapers.com/blog/2007/06/21/2-second-surprises/#comment-58463 Nek Strebor Thu, 31 Jan 2008 23:24:37 +0000 http://www.writingwhitepapers.com/blog/2007/06/21/2-second-surprises/#comment-58463 There was an advertiser here that did this very effectively. What was neat was that they used little puns and wordplay and kept having new ones. After some weeks of hearing these nano-ads, then I started hearing some longer spots for the company. By that time, somehow the longer spots were less annoying of an interruption. I don't think peoples' attention spans have diminshed. I think we just have a lower tolerance for ads that interrupt the programming. There was an advertiser here that did this very effectively. What was neat was that they used little puns and wordplay and kept having new ones. After some weeks of hearing these nano-ads, then I started hearing some longer spots for the company. By that time, somehow the longer spots were less annoying of an interruption.

I don’t think peoples’ attention spans have diminshed. I think we just have a lower tolerance for ads that interrupt the programming.

]]> By: John Doe http://www.writingwhitepapers.com/blog/2007/06/21/2-second-surprises/#comment-24685 John Doe Sat, 07 Jul 2007 01:27:06 +0000 http://www.writingwhitepapers.com/blog/2007/06/21/2-second-surprises/#comment-24685 Instead of clever marketing, I must say it's annoying. In Malaysia, we had to seen them everyday, from the news, dramas and in almost all forms of entertainment you can find here. I don't listen radio much so I don't really notice any of 2-seconds advertisement - yet. Am I surprised with those ads? No. I'm annoyed and I doubt people will like it. Instead of clever marketing, I must say it’s annoying. In Malaysia, we had to seen them everyday, from the news, dramas and in almost all forms of entertainment you can find here. I don’t listen radio much so I don’t really notice any of 2-seconds advertisement - yet. Am I surprised with those ads? No. I’m annoyed and I doubt people will like it.

]]> By: Whitney http://www.writingwhitepapers.com/blog/2007/06/21/2-second-surprises/#comment-24037 Whitney Wed, 27 Jun 2007 18:37:43 +0000 http://www.writingwhitepapers.com/blog/2007/06/21/2-second-surprises/#comment-24037 Wouldn't this be a case of fragmented consumers? Effective advertising for a specific audience, not-nearly-so-effective for the public at large? Just-the-facts-ma'am ads are all some audiences need ("CSI: NY...Next!" or "Numbers...This Friday 10 p.m."). Others need more. Are those 2-second ads so much ads as they are the TV equivalent of Outlook reminders? Could they really convince a viewer to watch CSI for the first time? Or do they mainly serve to remind existing viewers not to, say, switch over to Grey's Anatomy on the other network? (Not that the majority of CSI viewers need to be reminded...) It's interesting that you wrote this when you did. About the same time, Andrea Learned over at the Huffington Post wrote the following in an article about conceptual age marketing: "...as consumers, we are looking for more of that which is above, beyond and around those straight, linear facts to help us make purchase decisions. We still need the logic, certainly, but with so many choices we are now freed up to prioritize the non-rational, more emotional side of things. For instance, since all cars in a given price range have the same basic features, there need to be a few more emotional, "other" reasons that sway a buyer in the direction of one brand over another. That might be a storyline in an ad campaign, the way the salesperson treats the buyer or what friends have previously said about the car, for example." You can read the whole post at http://www.huffingtonpost.com/andrea-learned/marketing-to-women-and-m_b_53255.html. Wouldn’t this be a case of fragmented consumers? Effective advertising for a specific audience, not-nearly-so-effective for the public at large? Just-the-facts-ma’am ads are all some audiences need (”CSI: NY…Next!” or “Numbers…This Friday 10 p.m.”). Others need more.

Are those 2-second ads so much ads as they are the TV equivalent of Outlook reminders? Could they really convince a viewer to watch CSI for the first time? Or do they mainly serve to remind existing viewers not to, say, switch over to Grey’s Anatomy on the other network? (Not that the majority of CSI viewers need to be reminded…)

It’s interesting that you wrote this when you did. About the same time, Andrea Learned over at the Huffington Post wrote the following in an article about conceptual age marketing:

“…as consumers, we are looking for more of that which is above, beyond and around those straight, linear facts to help us make purchase decisions. We still need the logic, certainly, but with so many choices we are now freed up to prioritize the non-rational, more emotional side of things. For instance, since all cars in a given price range have the same basic features, there need to be a few more emotional, “other” reasons that sway a buyer in the direction of one brand over another. That might be a storyline in an ad campaign, the way the salesperson treats the buyer or what friends have previously said about the car, for example.”

You can read the whole post at http://www.huffingtonpost.com/andrea-learned/marketing-to-women-and-m_b_53255.html.

]]> By: Business Blogger http://www.writingwhitepapers.com/blog/2007/06/21/2-second-surprises/#comment-23654 Business Blogger Sat, 23 Jun 2007 15:49:35 +0000 http://www.writingwhitepapers.com/blog/2007/06/21/2-second-surprises/#comment-23654 It's getting harder and harder to get the attention of customers. Consumers are becoming more and more intolerant of in your face advertising. Standard advertising works but creative advertising works better. It’s getting harder and harder to get the attention of customers. Consumers are becoming more and more intolerant of in your face advertising. Standard advertising works but creative advertising works better.

]]> By: Tom Chandler http://www.writingwhitepapers.com/blog/2007/06/21/2-second-surprises/#comment-23623 Tom Chandler Sat, 23 Jun 2007 04:29:52 +0000 http://www.writingwhitepapers.com/blog/2007/06/21/2-second-surprises/#comment-23623 I think the delayed gratification post is a good example of the bandwidth of an engaged audience. My thinking is simply this; engage with people their around passions and values (publish a novel marketing technique in a community of passionate marketers), and the reader's bandwidth expands. Try to "grab" their attention for a short time by startling them (with ultimately hollow content) and their bandwidth is exceptionally narrrow. Not much to say that engages with a customer? You're left to zapping them with two-second radio spots. I think the delayed gratification post is a good example of the bandwidth of an engaged audience.

My thinking is simply this; engage with people their around passions and values (publish a novel marketing technique in a community of passionate marketers), and the reader’s bandwidth expands.

Try to “grab” their attention for a short time by startling them (with ultimately hollow content) and their bandwidth is exceptionally narrrow.

Not much to say that engages with a customer? You’re left to zapping them with two-second radio spots.

]]> By: Jonathan Kantor http://www.writingwhitepapers.com/blog/2007/06/21/2-second-surprises/#comment-23596 Jonathan Kantor Fri, 22 Jun 2007 17:47:39 +0000 http://www.writingwhitepapers.com/blog/2007/06/21/2-second-surprises/#comment-23596 Mike, I think the number of responses to that blog post was due more to the controversial nature of the subject, and not its size. Jonathan Mike,

I think the number of responses to that blog post was due more to the controversial nature of the subject, and not its size.

Jonathan

]]> By: Michael Stelzner http://www.writingwhitepapers.com/blog/2007/06/21/2-second-surprises/#comment-23589 Michael Stelzner Fri, 22 Jun 2007 17:19:14 +0000 http://www.writingwhitepapers.com/blog/2007/06/21/2-second-surprises/#comment-23589 Hey Jonathan; I would agree. However, the post I wrote over at Copyblogger.com was 1000 words and it got the most response (50 + comments) I have seen in such as short period of time. Of course we don't pull stuff like that every day. Mike Hey Jonathan;

I would agree.

However, the post I wrote over at Copyblogger.com was 1000 words and it got the most response (50 + comments) I have seen in such as short period of time.

Of course we don’t pull stuff like that every day.

Mike

]]> By: Jonathan Kantor http://www.writingwhitepapers.com/blog/2007/06/21/2-second-surprises/#comment-23583 Jonathan Kantor Fri, 22 Jun 2007 17:06:58 +0000 http://www.writingwhitepapers.com/blog/2007/06/21/2-second-surprises/#comment-23583 Definitely fragmented consumers. Time has become a valuable commodity and patience is a virtue that many desire but few are willing to invest. To address Tom's point, blogs ARE an example of the shortening attention span today. When have you ever seen a blog post that is longer than a few paragraphs? If a blogger were to publish a 1000 word post every day, they would probably lose their core audience pretty quickly. Jonathan Definitely fragmented consumers. Time has become a valuable commodity and patience is a virtue that many desire but few are willing to invest.

To address Tom’s point, blogs ARE an example of the shortening attention span today. When have you ever seen a blog post that is longer than a few paragraphs? If a blogger were to publish a 1000 word post every day, they would probably lose their core audience pretty quickly.

Jonathan

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