It does not cease to amaze me that an advertisement or promotion cannot immediately be seen as boring by either its sponsoring firm or production agency. Granted, these two videos from AccuBar (AccuBar Presentation and See It In Action) are intended for a trade audience, but even trade buyers must have their attentions arrested. And although doing inventory is one of the most boring of business tasks, advertisements for inventory-assisting products need not be.

If one is going to go through the trouble of producing multimedia content and placing it online, then make it worth the viewers’ time. For example, See It In Action is a very boring 2.5 minutes of essentially nothing. As is, my guess is only 30 seconds, or sixty at the most, would better convey the message and result in greater retention instead of boring its viewers to death and having them quickly forget.

AccuBar graphic

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