In 2005, Joseph Jaffe wrote Life After the 30-Second Spot. Fast forward 6 years to this week’s episode of Six Pixels of Separation/Across the Sound podcasts to an engaging debate between Mitch Joel and Joseph Jaffe about the importance of television and strength of TV advertising.
The two hit on a number of timely topics including:
I enjoyed comparing the Joel/Jaffee debate with what came out of Hill Holliday’s TVnext summit as well as their take on “resonance” in TV advertising/content which was the topic of my recent presentation at Social 2011.
Yesterday, IPG (Hill Holliday’s parent company) & YuMe released a study that looked at life during the 30-second spot (Using facial tracking algorithms and biometric monitoring). Among their findings was that 60% of the people in their study were distracted from TV viewing by their mobile device.
This starts to point at an opportunity to sync TV advertising with the second screen (which we’re just beginning to see emerge). The result is a greater amplification of the 30-second spot by harnessing a common behavior that takes place during the commercial break.
I originally posted this on Hill Holliday's blog.