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When to Entertain and When to Persuade

A long time ago, video advertisements were generally long. They focused more on persuading and informing their audience rather than entertaining them. Advertisers knew their audience had the patience to sit through the whole ad and they also knew that those poor folks didn't have much of a choice. That was the age of televisions.

Smartphone revolution made it very challenging for advertisers. Their audience wasn't easy to please. They didn't have the patience to sit through lengthy advertisements. If TV got a little too boring, they would simply pick up their smartphone. Or they could even skip or fast-forward boring ads. 

It was then that advertisers started focusing more on entertaining their viewers. This seems like the only hope they got, because if they don't entertain, they don't gain viewer attention. People can be persuaded only if you got their attention, a commodity which is quickly getting out of stock.

Smartphones have changed the entire advertisement industry. Video ads are louder, more colorful and more creative than before. Their messages are short, powerful and focused. They are designed to go viral. It is as much about the ad campaign as it is about the product quality. At the end of the day, one who inspires more, acquires more.

This doesn't mean that we should throw the other two functions of ads out the window. Persuasion and information are important, but there has to be a time and place for them. In a theater, for example, where people have (hopefully) switched their mobile devices off, and cannot skip the big screen in front of them. Or on your website when your visitors have already viewed a concise, compelling and entertaining ad from you, and want to learn more. Then you can comfortably share lengthier videos with them.

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About Galina Orlov

Hi I am Galina Orlov, the Marvellent Girl. Subscribe to my blog to be in the know for Video Marketing.
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