US Media Consulting Celebrates 7 Years!
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Shrinking Attention Calls for Longer Ads
The infamous question for which the answer continues to change
time after time is, "How long should our ad spot be?" Reviewing the pattern
that media segments have had due to the audience's shrinking attention span;
spots have gone from 60 to 30, 15, and 5 seconds making it harder for
agencies to create work that stands out. But things are starting to change and longer
ads are ironically creating more of a buzz and catching the audience's
attention. The focus of these ads and the reason for people's interest in wanting
to watch these 3, 5, 10, 25 minute spots is due to a very obvious yet overlooked
factor...entertainment...
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10 Year Anniversary and Growing
iG.com, one of the leading
Brazilian portals with over 21 million unique users per month is celebrating
their ten year anniversary. The site was created in 2000 as a source of news,
economy, sports, videos, entertainment, and music, is a pioneer in the Brazilian
market. Due to the capacity the site has in creating innovative things and
constantly reinventing the portal, iG has had great success. iG has been said
to be changing the way people are reading the news and influencing the public
opinion and media publishing industry in general in Brazil. It is important to
note that iG launched the first electronic news portal published on the
Internet in Brazil, "Ultimo Segundo"....
Click to Read On... |
Changing the Chip
By: Carlos Velez
In a changing economy, as
seen in Latin America, one of the main lessons learned from companies and
advertisers has been continuity. The eternal confrontation
between financial and marketing areas have always tried to limit advertising
budgets seeking immediate income to justify it and forget the importance of
branding when positioning a product in order to cultivate the top of mind and its influence
on the final sales
process. All this incorrect concept has
changed and every day becomes more and more a part of the past....
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