Does sequence matter for long and short ads? (Beyond :30 Report)

  • BEYOND :30 STUDY 77
  • Steven Bellman, Shruthi Arismendez and Duane Varan

Abstract

Key Question: Does sequence matter for long and short ads?

Previous Beyond :30 studies (39 & 68) demonstrated that short ads can be effective reminders of previously seen longer ads for the same brand. Unless carefully controlled for in a media schedule, it is possible for a consumer to see the shorter ad before the longer ad, which means the shorter ad no longer serves as a “reminder.” This study investigated the effects of seeing short ads first versus long ads first in a sequence.

Key Findings

  • Most television advertising campaigns launch with a long ad (e.g., a 30-seconds) and later use a cheaper short ad (e.g., a 15-seconds) as a reminder, to maintain continuity.
  • This study tested whether showing the short ad first is better, worse, or makes no difference.
  • The overall pattern of results suggested that sequence may not matter.
  • This suggests it is not important for advertisers to spend more to carefully control ad sequencing.
  • However, to avoid potential negative (angry) responses, a long-first, short-second sequence is recommended.

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