Mindshare Exec: Online Videos Becoming Shorter

By on 01/15/2014 12:43 PM @daisywhitney

LAS VEGAS  –  Long-form video is alive and well, but online videos in general are becoming shorter, says Jordan Bitterman, Chief Strategy Officer, North America at Mindshare in an interview with Beet.TV at CES. The trend stems from the proliferation of six-second Vine videos and fifteen-second Instagram clips, coupled with the effectiveness of shorter ads, he tells us.

“We see a trend to shorter video and that being an art form,” Bitterman says. “We are recruiting for content creators to work at Mindshare that have rich Vine profolios because there is a science and art to communciating in short form to consumers, and those who do it well can be helpful for our clients.”

In November, the average length for online video was 4.7 minutes overall, down from 5.4 minutes the year-ago period, according to comScore.

Mindshare is also focused on so-called “adaptive marketing” so that it can help brands react to daily shifts in the market when necessary. About 70% of a client’s budget is usually allocated to paid media, and Bitterman says his goal is to leverage some of those paid dollars in a real-time world using adaptive marketing. Mindshare has implemented daily practices to monitor each client’s media channels and real-time conversations and determine whether to make daily changes, he says. “We are enabling ourselves in the moment to move with speed,” he says.

This video is part of a series produced by Beet.TV of the Mindshare Client Huddle.

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