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Spent 3 years judging ads by the first 5 seconds until a guy at a Tampa meetup called me out
I used to watch the first 5 seconds of every ad and decide smash or pass right there. Then last month at a marketing meetup in Tampa this guy asked me what I do with food ads since the hook is usually the sizzle at second 8 or 9. I went back through 20 food spots I had passed on and 14 of them had the real pitch at the 8 to 12 second mark. That number hit me hard because I was basically throwing out more than half of good ads. Now I watch the full 30 before I vote, or at least until I see the logo. Anyone else get fooled by a slow open and then feel dumb when the payoff shows up late?
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alex_johnson3d ago
My buddy Dave ran into the same thing at a Chicago meetup back in March. He said he passed on this one insurance ad 6 times because the first 4 seconds were just a guy staring at a cracked windshield, no talking, nothing. Turns out the whole thing flips at second 10 when the guy's kid walks out and the voiceover says the dad missed the kid's whole first year because he was on hold with claims. Dave felt like a jerk for skipping it so many times. He watches to the logo now too, or at least 15 seconds if the ad feels slow.
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