All of them do. Heady didn t agree that the 30-second spot would go away, but that it will be enhanced with more targeted information. I also see more interest in long-form if commercials are targeted, she said. David Burk, president of Clear Ink, agreed. We re going to see an emergence of long-form video again, he said.
Products being sold today require more research and instruction.
Later in the day others commented that long-form may also include serial content, a la the Maxwell House commercials, in which advertisers create ongoing relationships with viewers. There will be streaming, product placement, etc. Verklin said we ll see technology superimposed over video imagery, such as the first down marker currently being used in football. We ll be able to superimpose product placements, he said. He also predicts a greater use of long-form commercials, as well as more integration of brands with shows.