Video Ads Must Hit Viewers Early: BPN’s Hiland

CHICAGO — In the age of viewer impatience, creative agencies may no longer have the luxury of stringing marketing messages out over even something as short as 30 seconds, says a chief from IPG’s media planning and buying agency BPN.

“You have to think about the first few seconds. We have to think about modularity of creative … whether these 30(-second videos) are small films anymore,” says BPN chief strategy officer Chris Hiland:

“The reality is … I might be paying per the second of the ad viewed… I have to be able and willing to swap out the next form of creative.

“Don’t wait for half way through the 30 to show the brand logo – hit them up front. People are becoming more impatient.”

He was interviewed by comScore co-counder and executive chairman emeritus Gian Fulgoni, at the Beet.TV leadership summit presented by the Jun Group. You can find more videos from the summit here.

By Robert Andrews on November 2, 2014 @robertandrews

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Video Ads Must Hit Viewers Early: BPN’s Hiland

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