EYE‘s 7 second clips or Clear Channel / JC Decaux’s more (read ‘convenient to sell and schedule’) evenly-spaced 10 seconds ???
10 seconds followed by 10, 10, 10, 10 and 10 to make up the 1 minute loop, as Clear Channel are planning on doing with VMG’s digital panels in shopping malls (as many others are) is easy to calculate, compute, schedule and sell but we feel that you lose the ’empty moments’ that Eye corporation make extensive use of.
The ’empty moments’ are the 3 second gaps at the end of each 30 second segue that EYE Corporation feel is important for ‘look-away time’ or that space for the venue’s own logo. All content ‘wears-out’ over time and we think that EYE corp have a good point.
Back to back 10 second clips can be hard on the eyes as well!
EYE Corp, we believe, originally came up with the 7 second length by working backwards from the time available to consumers as they walked to one of their airport / mall posters.
Interestingly US Gas Station TV has published a new study to encourage advertisers to switch from 30 second spots, obviously a standard TV unit, to shorter lengths on its digital signage network. Research conducted by Nielsen for GSTV showed ad recall for 15 second and even 10 second spots was more effective.
We also recently noticed that Titan’s digital 6 sheets seemed to be scheduled to play out 7 seconds.