3 seconds can be a lifetime on TV
Oct/08/06 17:20 | TV
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It’s estimated that you have only 3 seconds to get the attention of consumers when you advertise on TV. If your message is not personally relevant to your audience they will turn your message off. While marketers may think of this as bad news innovative marketers will think of this as an opportunity to reach customers in a new way.


I was really surprised, when on John Mack’s pharma blog, someone working on the Rozerem account wrote the following:


“I work for Takeda Pharmaceeticals (Rozerem) and let me explain what the figures in the ad mean. Honest Abe signifies honesty and the beaver signifies hard work and industriousness. The clock shows that if you suffer from insomnia, it doesn’t matter what time it is, because you’re still awake regardless, and your Sleep-Wake cycle is off-balance. Rozerem is the only prescription based sleep drug that works on different receptors in your brain that allows you to sleep to REM state(dream state) and this is where you want to be for restful sleep. Other drugs like Ambien and Lunesta work different so that your brain often does not get to the dream state.”
This clearly what happens when a creative person gets too creative and doesn’t understand that there is no way in hell that ANYONE is going to make the connections as above. Is this is new state of DTC then pharma is in deep shit.This clearly what happens when a creative person gets too creative and doesn’t understand that there is no way in hell that ANYONE is going to make the connections as above. Is this is new state of DTC then pharma is in deep shit.With consumers place and time shifting are becoming more common place as people watch programs when THEY want on THEIR terms. Skip buttons on DVR’s allow people to easily fast forward and resume shows without the interruption of commercials. New services are being launched that allow consumers to download programs from the web and watch them at their PC’s and of course Apple continues to offer video downloads via its iTunes platform.

This clearly what happens when a creative person gets too creative and doesn’t understand that there is no way in hell that ANYONE is going to make the connections as above. Is this is new state of DTC then pharma is in deep shit.With consumers place and time shifting are becoming more common place as people watch programs when THEY want on THEIR terms. Skip buttons on DVR’s allow people to easily fast forward and resume shows without the interruption of commercials. New services are being launched that allow consumers to download programs from the web and watch them at their PC’s and of course Apple continues to offer video downloads via its iTunes platform.This all means that marketers and agencies are going to have to get creative to reach potential customers. That means that they need to reach them in 3 seconds and not have customers make a lead from Abe to honest and beavers to hard working. Will this campaign work? Only time will tell but the Rozerem campaign is one of the worst I have ever seen.

Pharma marketers are going to have use several different platforms to reach customers but more importantly the messages are going to have to be more personally relevant to the audience(s).

Three seconds can be a lifetime for brands trying to reach consumers.
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