You’ve learned about long-form infomercials (28:30). You’ve learned about short-form infomercials (:120/:60/:30). Well, what else is there? Clunk. Welcome to the world of minimercials, medium length infomercials, mid-form spots—known by many different names. These are television commercials that are five minutes, four minutes, and three minutes long. No inventory for these? Clunk. Think again. You might be very surprised by the amount of networks that take these medium-length spots. And they are growing in popularity. With the challenges facing the industry today, the response rates and ROI for these hardworking little formats just might be something worth taking a serious look into.
Come listen in on an informative and lively discussion about this fascinating format from industry veterans who have been working in this medium for longer than you might imagine. Learn about the history, categories, networks, costs, inventory, creative executions, response rates, and more. Some of the material might just surprise you.
Hosted by the ERA TV Council, the speakers will be Declan O’Conner, VP Direct Response & Paid Programming, Discovery Networks; Kate Kalevich, VP Media, Mercury Media; and Ava Seavey, President of Avalanche Creative Services, Inc. There will be a short presentation followed by Q&A. Come one, come all, and learn about the evolving formats of the DRTV industry and how it could impact your business.
The ERA TV Council call is on Thursday, April 7th at 2:00 p.m. Eastern Time.
Photo by Salvatore Vuono/DigitalPhotos.net
Ava Seavey, Queen Bee, is President of Avalanche Creative Services, Inc.