Skip to Content
Uncategorized

"30 Seconds Is Too Long"

The Internet and mobile Web are about to turn traditional television advertising on its head.
December 5, 2005

Television advertising executives have been waging an open war on digital video recorders for the last few years, fearful that technologies which allow viewers to skip commercials would destroy revenues. By and large, the TV industry has done an efficient – albeit not perfect – job of maintaining its foothold on the 30-second ad spot.

Execs can’t quite breathe a sigh of relief yet, though. In fact, it may turn out that while they were fighting the TiVos of the world, they forgot to show up for the only battle that really mattered. According to this Reuters story, television advertising is about to come under intense pressure from both online and mobile advertising:

Television accounts for roughly two-thirds of major companies’ advertising budgets, and that could shrink to about one-half in three years, according to David Verklin, chief executive of online media buying company Carat Americas, a unit of Aegis Group Plc.

Most online video advertising – according to this piece – will be shorter than 10 seconds, with mobile video ads clocking in closer to 4-5 seconds. It’s also likely going to be much less expensive to produce, giving companies the ability to try out and distribute a variety of campaigns. That change may prompt television networks – which will continue to vie for as much of the advertising money as they can – to begin running advertisements that mirror the short, punchy – and clickable – online ads.

Verklin, like a number of executives, predicted that television would begin to look like the Internet, perhaps adding clickable Web sites in place of commercials.

Keep Reading

Most Popular

AV2.0 autonomous vehicles adapt to unknown road conditions concept
AV2.0 autonomous vehicles adapt to unknown road conditions concept

The big new idea for making self-driving cars that can go anywhere

The mainstream approach to driverless cars is slow and difficult. These startups think going all-in on AI will get there faster.

biomass with Charm mobile unit in background
biomass with Charm mobile unit in background

Inside Charm Industrial’s big bet on corn stalks for carbon removal

The startup used plant matter and bio-oil to sequester thousands of tons of carbon. The question now is how reliable, scalable, and economical this approach will prove.

images created by Google Imagen
images created by Google Imagen

The dark secret behind those cute AI-generated animal images

Google Brain has revealed its own image-making AI, called Imagen. But don't expect to see anything that isn't wholesome.

AGI is just chatter for now concept
AGI is just chatter for now concept

The hype around DeepMind’s new AI model misses what’s actually cool about it

Some worry that the chatter about these tools is doing the whole field a disservice.

Stay connected

Illustration by Rose WongIllustration by Rose Wong

Get the latest updates from
MIT Technology Review

Discover special offers, top stories, upcoming events, and more.

Thank you for submitting your email!

Explore more newsletters

It looks like something went wrong.

We’re having trouble saving your preferences. Try refreshing this page and updating them one more time. If you continue to get this message, reach out to us at customer-service@technologyreview.com with a list of newsletters you’d like to receive.