Getting it right is doing it the right way – global standards, not local short-cuts.
(Seoul – Grand Hyatt Hotel. This article was initially presented as a speech to senior multinational company leaders at the McKinney Consulting
Workshop on April 27, 2010)
Korea has always been a tough market for traditional television advertising in that the majority of ad space sold is of 15 seconds in duration. When you come from markets where 30 seconds and often 45, 60 and 75 seconds are the norm, then 15 seconds requires a great deal of discipline to execute a message or promise well.
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Yes, excellent insights. Thanks, Steve.
Just curious: Where's Les headed next?
I'd rather say 30 sec has become quite long. 1 mn spots are exceptional.
and 15 s is not that short. In France, where base rates remain on 30 sec format, the average is about 20 s (many 8-10 s formats - the message is then even more simple or striking than usual, but nothing new under the sun).
note that in Korea, you often see repeats on cable TV (twice the same short spot, back to back).
RE: note that in Korea, you often see repeats on cable TV (twice the same short spot, back to back)
Interesting - I always kind of wondered why that happened.