The Art of Timing: How Brevity in Ads Boosts Engagement

The High Cost of Super Bowl Ads: A Case Study

The Super Bowl is not just a championship game but also the Olympics of advertising, where brands vie for the attention of millions with creative, often costly commercials. In 2018, a particularly memorable ad was Amazon's 'Alexa loses her voice,' featuring celebrities like Anthony Hopkins and Cardi B. The ad, at 90 seconds long, cost around $16 million to air, with additional expenses for the star-studded cast.

The Brain's Desire for Novelty

Humans are hardwired to seek out new experiences, but within a certain comfort zone. The 'Alexa loses her voice' ad followed a repetitive pattern: a question is asked, and a celebrity humorously responds. By the 30-second mark, viewers had already grasped the concept, rendering the remaining minute redundant.

The Perils of Overextension

Much like a stretched-out Saturday Night Live sketch, the ad's humor waned as it continued. The key takeaway is that shorter content often results in a more immersive experience. The brain, being energy-efficient, prefers concise and impactful messaging followed by a clear call to action.

The Importance of a Call to Action

Surprisingly, many ads transition from television to online platforms without optimizing for viewer engagement. For example, a luxurious perfume ad starring Charlize Theron was beautifully crafted but ran a full 60 seconds without a 'buy now' hyperlink on YouTube. At the peak of immersion, around the 25-30 second mark, the ad had already achieved maximum impact, yet it continued without capitalizing on the viewer's heightened emotional state.

Small Changes, Big Impact

The inclusion of a simple hyperlink at the end of an ad can significantly influence consumer behavior. It's a small adjustment that can turn a viewer's fleeting interest into a decisive action. In the case of Charlize Theron's ad, despite a strong emotional peak, the ad's effectiveness plummeted due to its length and lack of a direct purchase option.

In Conclusion

Advertising is an art form where timing is crucial. The most compelling ads strike a balance between novelty and familiarity, delivering their message succinctly while providing a clear path for the viewer to follow through. Brands should harness tools to measure immersion and determine the optimal length for their content to maximize engagement and conversion. By doing so, they can ensure that creativity and investment translate into tangible results.

For a deeper dive into the nuances of ad engagement and to see the original video discussion, click here.