Long Form Ads = Brand Storytelling At Work

Posted: May 3, 2010 in film/video, story, technology
Tags: , , , , ,

There’s a great article published today by Ad Age about the rise of long form ads. These are short films, music videos and the like that feature brands within the context of a larger story. Rupal Parekh argues that it is the future of brand engagement and that 30 and 60 second spots are no longer where brand love is going to be created (were they ever, really?). And companies are certainly starting to see results to prove that point. Ms. Walnum of Oliver Peoples had this to say about their branded short film series:

“The traffic to our site has doubled each of the last three years and we attribute this in part to the demand for our short films. More importantly to us, the time a potential consumer is spending on the site continues to go up, which we believe leads to a better and deeper brand experience, and of course an increase to our e-commerce sales.”

As we shift to more and more longer form ads or perhaps more appropriately titled ‘branded entertainment,’ one thing will be clear: quality storytelling will become the in-demand method by which to engage customers with your brand.

Read Rupal’s AdAge article here:

http://adage.com/madisonandvine/article?article_id=143603

See an example of one of the Oliver Peoples short films starring Zooey Deschanel here:

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Comments
  1. redkruzer says:

    thank u’
    i m beginning to get it…
    ps this1 is great fun

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