Paying attention is something that the viewer does.
The cost to the viewer is time.
Is their time better spent watching the commercial or doing something else?
What makes viewers pay attention—or not—is the commercial itself. How it’s put together, what it says, how it touches them.
In other words, it’s not about media at this point.
It’s about creative.
To advertisers, who pay for thirty seconds of media time, success will be ultimately measured by how long viewers pay attention to their spot for.
Thirty seconds of time spent is better than twenty seconds.
And, twenty seconds is better than ten.
What we seem to forget is that paying attention means just that. The viewer pays in time spent.
If that’s the case, why doesn’t the advertiser pay for having his/her advertising created in the same way?
The more time the viewer spends with the commercial, the more the agency gets paid for creating it.
Is it the advertiser’s fault that they are not doing this?
Or, the agency’s?
Here is a list of creative shops, studios, agencies that are willing to work this way.
Feel free to add the names of other shops that you also know of.