TED’s loooong ads worth spreading

Conventional wisdom has it online video spots need to be short, 15 seconds max, because most users click away in impatience if you go longer. Media buyers prefer to stick such ads before the video content users really want, in a format called “pre-rolls,” so users have no choice but to sit through them. So it’s interesting TED has pushed back by promoting ads 2-3 minutes long that run after its online video content … so good, apparently, that users will not only watch but share the spots with others.

Noteworthy because TED is smart, and TED has a rich audience. Since its launch in 2006 TED has become a global conference juggernaut, expanding from a California elite speaking club with the likes of Bono, Bill Clinton and Jane Goodall to 750 subbranded “TEDx” events held annually around the world. TED.com’s free replays attract a fine demo: 50% of TED.com viewers are age 50+; 33% have incomes $100k or higher; and 23% have gone through grad school. If you’re selling BMWs, TED is your ticket.

What does it mean that an intellectual portal attracting the wealthy and educated is pushing long-form video? Perhaps if your content is good enough, audiences have the patience to pay attention.

Bonus round: If you want to taste TED’s speakers, don’t miss the brilliant Sir Ken Robinson.

Ben Kunz is vice president of strategic planning at Mediassociates, an advertising media planning and buying agency, and co-founder of its digital trading desk eEffective.


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