How Broadcast Media Can Squelch Snapchat

By on Nov, 30 2016 with Comments 0

By Adam R Jacobson
RBR + TVBR

Short and Sweet.

We’ve heard that phrase for decades.

But, is it possible that being a bit too short amounts to nothing more than causing a “blip,” rather than making an impact, if you’re an advertiser?

snapchatThat’s the debate now circulating among members of the advertising community, following a Nov. 28 report from Ad Age digital technology reporter Garett Sloane that reveals Snapchat ads are averaging less than three seconds a view.

Three seconds.

Rihanna was FourFiveSeconds from wildin’.

Neneh Cherry once sang about being just seven seconds away.

Are three seconds long enough to truly establish a valuable brand connection with consumers?

I say no.

Radio and TV sales executives should be saying the same thing, and share their answer to every new and returning client they speak with.


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About The Author: Adam R Jacobson is a veteran radio industry journalist and advertising industry analyst with general, multicultural and Hispanic market expertise. From 1996 to 2006 he served as an editor at Radio & Records.

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