Advertising


Creating Motion Content for Short Attention Spans

March 19, 2018

By Holly Stuart Hughes

© Sam Kaplan

Still-life photographer Sam Kaplan was hired to shoot brief, stop-motion videos for Reese’s. Creating and delivering short videos has “become a huge part of my business model over the past year and a half,” he says.

Fifteen years ago, advertising executives and media watchers predicted that the 30-second TV commercial was heading for extinction. Now, advertisers are increasingly commissioning super-short clips, videos and animations that are six seconds or less. The demand for snappy motion content is fueled not so much by digital video recorders or changing TV viewing habits, but by advertisers’ need to grab...

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