The 30-Second Ad is Dead, Long Live the 30-Second Ad, Maybe


Distillery readers may find this interesting reading. The full text of the article can be found at

How will marketers adapt to the new world of ultimate consumer control and content/audience fragmentation? . . . broadband is THE window to the future. Streaming/cached video online is essentially video-on-demand (VOD), which closely reflects the digital video recorder experience. No one knows for sure how the consumer will adapt to their new tools of control; however, lessons can be learned by paying attention to what works for marketers in broadband video. A glimpse into how we can create marketing success in a VOD and personal video recorder-controlled future can be found today. It is time for advertisers to buck up, because there is no better time than the present to look ahead.

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