A creative solution to the demise of the 30 second TVC

October 3, 2006

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A recent post on Forbes website has a creative approach to addressing the declien in effectiveness of the 30 second spot provided by Ken Krimstein, Creative Director at Seiter & Miller Advertising in New York City.

His options to address the decline of the 30 second spot in the face of TiVo and other PVRs are:

1) Embed the programming in commercials.

2) Beat TiVo at its own game.

3) Now the most radical solution of all. MAKE SOME GOOD COMMERCIALS!

As Ken points out, option 3 is not easy. It takes creativity and risk-taking on the part of both clients and agencies. But then again, neither is coming up with great five-second silent commercials to fulfil option 2.

Author: Darren Woolley

About Darren Woolley

Darren is considered a thought leader on all aspects of marketing management. A Problem Solver, Negotiator, Founder & Global CEO of TrinityP3 - Marketing Management Consultants, founding member of the Marketing FIRST Forum and Author. He is also a Past-Chair of the Australian Marketing Institute, Ex-Medical Scientist and Ex-Creative Director. And in his spare time he sleeps. Darren's Bio Here Email: darren@trinityp3.com

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