Bob Garfield

6 reasons Vine could radically change marketing

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Vine is showing us that viewers love very short video content. What if it could be used in advertising? Here's why the six-second ad might be the next big thing.

Six-second ads will save agencies millions of dollars

The average cost of a 30-second ad is $300,000, with higher end marketers shelling out even more for the long exposure. The problem is that the consumer attention span is much lower, which means marketers are wasting tons of money on footage many people skip or click past. Agencies and brands might not realize that they are burning through cash without the appropriate ROI.

Chip Scully, VP of online video advertising at Extreme Reach, explains why traditional advertisements might be too focused on building the message rather than getting the message across. He believes fixing this will save the industry an enormous amount of money, while increasing video ad effectiveness.



Robert Hildreth
Robert Hildreth June 16, 2013 at 8:30 PM

What I found the most interesting about this article is that each video is over 40 seconds to explain why we should get our message out in 6 seconds.....and it is true...after the first few I watched I gave each speaker after about 6 seconds before clicking to the next page.

Jo Oskoui
Jo Oskoui June 11, 2013 at 5:20 PM

Great article on VINE! Here's the 6-second summary:

Ashley Edwards
Ashley Edwards June 11, 2013 at 2:30 PM

In your opinion, what are some of the recognizable brands best utilizing this new channel? I have my thoughts, but am curious about yours.