In the age of viewer impatience, creative agencies may no longer have the luxury of stringing marketing messages out over even something as short as 30 seconds, says a chief from IPG’s media planning and buying agency BPN. “You have to think about the first few seconds. We have to think about modularity of creative … whether these 30(-second videos) are small films anymore,” says BPN chief strategy officer Chris Hiland. “The reality is … I might be paying per the second of the ad viewed… I have to be able and willing to swap out the next form of creative.
