It’s no secret that technology is becoming an integrated part of our everyday lives. Advances including faster streaming abilities, a larger variety of apps, and improved devices have made aspects of life move faster. And for those who grew up with such advanced technology in place, life has always been relatively fast paced. They expect Google search results in a matter of seconds, and for movies to download in just a few minutes. The same is expected from advertisements. Pressure to appeal to the millennial crowd has lead advertisers to focus on creating shorter ads designed to be viewed on mobile devices. While this does resonate with a target audience, such short airtime has the potential for widespread message misinterpretation which could ultimately tarnish a brand.
Millennials are spending more time than ever on their phones and in social media apps. They spend 18 hours of their day on social media – often from multiple devices at once. Not only is this generation becoming expert multitaskers, but they are also becoming used to a speedier pace. Recent studies have found that millennials are more influenced by mobile ads that are 10 seconds or less, while older generations prefer traditional 30-second ads. With how much time is spent in mobile apps, it is no surprise that quicker messages are preferred. Some popular mobile apps including Snapchat and Instagram are already catering to this new advancement to millennials’ minds. Snapchat includes a time limit for how long one snap can be, and Instagram features a Boomerang effect, which is essentially a 3-second hyper speed video. These features are conditioning viewers to expect shorter content. Advertisers need to adjust to short-form ads if they want to influence this audience.
The Trouble with Shorter Ads
This isn’t as easy as it sounds. Advertisements are up for interpretation even without the pressure of making them shorter. Ultimately, the integrity of the ad’s message is risked when advertisers make complex ads shorter. An advertisement needs to differentiate the product from competitors in a clear and compelling way. This is difficult to construct in a 30-second ad, let alone a 10-second ad. An example of how this could backfire for a company’s image is Dove’s recent ad made for their Facebook page. The 3-second gif was deemed racially insensitive by viewers because at first glance, it looks like a black woman transforming into a white woman. The ad was originally supposed to air in a 13 second Facebook clip featuring women of multiple races and a clear message that Dove works with all skin types, which would have tied the content together to form a universally understandable message. The company’s effort to shorten the original version to led to widespread misinterpretation. Dove has since removed the ad and had to put additional efforts toward controlling the damage it created.
Supplementary Exposure
Companies attempting to change their ads to fit the shorter form have the right idea to appeal to the younger demographics, but need supplementary exposure if they want to be successful. Google conducted research on the topic and recommends a three-step activation process. First, tease the audience with a short clip on Facebook or Instagram. It is important to not try to condense the entire ad into a short clip here – just show a short introduction to the storyline to grab attention. Next, air a full length, 30-second ad on a larger platform such as in a television commercial, while simultaneously airing a 15 second condensed version on social media sites. Airing both versions allows for the ad to not only reach both the 35-55 and the 16-35 age markets, but it also reduces the possibility of misunderstanding of the message. Once the ad has run its course, the company is encouraged to run short clips of the main message of the ad throughout social media. This increases exposure and reminds the audience of the longer forms of the ad and ultimately the product or service advertised.
Advertisers are constantly adjusting for their target audiences. As technology becomes more advanced and commonly used, it would be a crime to not take advantage of the opportunity. More than half of the average millennial’s day is spent on social media, so if you want to reach this demographic, that’s where you need to look. Social media is fast, so the ads need to be just as fast. Yes, there is more room for a misunderstanding of the overall message, but proper implementation can reduce these risks.