Agencies digging their own graves – a small example

Catching up on some twitter links, I clicked to a 1:04 video and was greeted with a :30 commercial that didn’t have a five second “skip ad” button. The commercial was half the length of the video itself. Watching 24 on DVD in 2002 was the first time I realized that nearly twenty minutes of every TV viewing hour was dedicated to commercials. I had to give 1 of my time for every three minutes of TV if I wanted it for free. That was when I bought a TiVO, started buying and renting TV show DVDs, and by the time iTunes started selling, I was ready to pay money to get that time back instead of giving time to pay programmers back.

So, this payment ratio – I give you 30 seconds to look at 60 seconds of content – was annoying enough to tweet. And I got this response from a digital advertising veteran:

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Gotta love it – the fairly straightforward solution of presenting something commensurate with the value or length the content as a fair value exchange is dismissed out of hand as too much work. For an industry that loves to talk about “acting like a start-up”, “being agile”, “innovating your way to growth”, some of us can get pretty stuck.

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