Life beyond the 30-second audio-visual advertisement4 min read 20 Apr 2022, 10:10 PM IST
This classic ad format is dying and marketers must study the human mind to come up with a replacement
Ever since the birth of broadcast television, the 30-second audio-visual ad spot has been the undisputed weapon of persuasion deployed by the advertising industry. Over the years, this industry perfected the art of storytelling in half a minute. Some of the TV commercials run by global brands like Apple, Nike, Budweiser and Indian brands like Fevicol are testimony to the brilliance of that ability. But the entrainment value of the 30-second commercial cannot hide the fact that it’s an uninvited guest in our living rooms. These ad spots are strategically placed in the target audience’s favourite programme. So if one had to watch a cricket match or a favoured serial on TV, there was no option but to watch it interspersed with commercial messages.