VIDEO ADVERTISING
Attention Span
In recent years our ability to stay engaged in a piece of video content has drastically decline since the heightened popularity of TikTok and Instagram Reels. According to a survey by TikTok, "50% of users said that videos longer than a minute long were 'stressful'." The article further notes that, "The truth is that our attention spans are shrinking – so much so that the effect of short-form media on our cognitive functions has been given a name: TikTok Brain." (Source: TikTok and the Death of the Attention Span by Jui Zaveri 2023, The Oxford Blue). The message of a video ad can be unclear or completely missed with a limited timeframe for audience attention.
Intention
There are many variables of a video advertisement that can cause an audience to lose interest. An advertisement that uses a person with a strong accent, overly stimulating visuals or noises can impact the message delivery.
Budget
Video advertising is a costly marketing approach from conception to placement. The decision to promote a business or product via video is better suited for a brand who has an excellent understanding of their primary target audience.
"The average human attention span has dropped from 12 seconds to 8 seconds. That's shorter than a goldfish."
— Microsoft, 2015
![]()
STATIC VISUALS
Clear Identity
Considering the negative sides of video advertising, static visuals provide a clear message at one time. The brand’s logo and intention are present to consume easily in a shortened time. The brand displays a clear purpose with a low commitment from the audience.
Print Communication
Although the newspaper and magazine business are no longer a relevant media source, the idea of printed ads have some promise. Printed ads like flyers, logos on cars or kitschy chalkboard signage outside a bar can be useful tools for attracting consumers. The print advertisements last much longer than a digital ad and are cost efficient.