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{"id":75753,"date":"2021-09-14T08:44:18","date_gmt":"2021-09-14T12:44:18","guid":{"rendered":"https:\/\/www.beet.tv\/?p=75753"},"modified":"2021-09-14T08:44:18","modified_gmt":"2021-09-14T12:44:18","slug":"havas-sedlarcik-goes-long-on-short-form-ads","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2021\/09\/havas-sedlarcik-goes-long-on-short-form-ads.html","title":{"rendered":"Havas’ Sedlarcik Goes Long On Short-Form Ads"},"content":{"rendered":"In the last couple of years, the ad industry has undergone some of its most profound ever change.<\/p>\n
New limits from privacy regulation and shifts in consumer behavior provoked by the rise in ad-free media are redefining advertising.<\/p>\n
In this video interview with Beet.TV, Peter Sedlarcik, managing partner for Havas’ Media Group’s health practice, explains how things are changing.<\/p>\n
Ads are getting shorter<\/h2>\n
“The form factor and the format of the ads, particularly from a TV and video perspective, has finally caught up to what consumer expectation is and what the market needs,” Sedlarcik says.<\/p>\n
“I think for a long time, we’ve talked about 30-second (ads)… in healthcare, often 60-second or longer ads. We’re starting to see more of an embracement of shorter length units.<\/p>\n
“As we’ve seen in the Olympics, for example, there were a lot more kind of interstitial, quick-hit, short-form ads that were inserted, not necessarily within a traditional commercial break. I think that there’s going to be more of that coming forward, not only in the linear TV platforms, but certainly in the CTV and other video platforms that are more consumer-controlled and on-demand.<\/p>\n