|Is Ad Copy Getting The Heave Ho-Ho-Ho?
By: Briskman Stanfield
TLDR (too long, didn't read) is the ubiquitous acronym that signals a new lifestyle in a faster pace world. With too much information available to fit into a person’s valuable day, impulsive discretion really decides what makes the reading cut. In other words or very few, advertisers have learned to attract their audiences fast, or pay the price of a big miss.
And another reason digital advertising is rapidly growing.
For example, Tumblr (Yahoo) is one trendsetter delivering quick entertaining in-stream sponsored post ads that recently made Adweek's top 20. And now Facebook is experimenting with digital advertising delivered in news feeds.
While the current challenge becomes how outlandishly clever an agency can convey compelling messages with high impact digitally, it also signifies potential change in ads with less to read and more to watch.
The question remains: are written campaigns losing their effectiveness and being taken over by abbreviated digital media? One where copy is delivered verbally, in smaller doses, simply because people are too busy...being busy?
Just as many now choose to read their literature on tablets rather than turn the old pulp page and/or enjoy the surprise thrill of a print sneeze, many may still enjoy the engagement of "reading" copy prose created by the pros.
But digital times are moving advertising to a new frontier. It’s not only a way to keep up and be on the same obsessive social media page, but it also means big bucks.
Digital video advertising spending is expected to hit $4.15 billion by the end of this year, according to eMarketer.
Most likely people will tune in and even "like," because minds are curious and can always squeeze in a quickie, eliminating any concerns for a new acronym: TLDW (too long, didn’t watch).
Briskman Stanfield is a freelance copywriter and all-around, behind-the-scenes team player.
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