AdAge recently wrote an article about the Fox network’s plans to use short promos to spread word about new shows such as Kitchen Nightmares.

This will be an interesting test of the theory that short ads are better at reaching audiences that are more immune to 30-second spots. Some people point to the fact that my generation grew up on MTV and want everything shorter but I think that we are have grown up with so much advertising thrown at us that we want to avoid it whenever possible.

Your brand could benefit from these micro-spots (if you do TV advertising) but I think that they are best thought of as an appetizer. The short spots expose the brand and the next time you run a full spot, they would me more engaged because they have been exposed to the brand before and want to learn more.

Of course I could be wrong but that is what I believe is the ideal situation.

If you are targeting the right group, have a good teaser spot and follow-up with a lame 30-second spot, you are asking for trouble. The full meal has to measure up so make sure to test creative before going to market.

I would love to get some feedback on these micro-spots and how you would use them to promote your brand on TV, if you used them at all.

Filed under: Miscellaneous