New bookends for Preferred Auto

Preferred Auto was getting tired of seeing a competitor on TV. It seemed they were on all the time.  Turns out, they were using a technique called bookends.  Instead of running one single 30 second commercial, you run two 15 second commercials in the same commercial break.  In other words, when the commercial breaks start, they run your 15 second bookend commercial first, then all the other commercials, then finish with your second 15 second commercial.  That way, you bracket the commercial break, or, as the industry calls it, bookend it.  Downside:  15 seconds is very short.  Upside:  It seems as if you’re on twice as much.  You can use one 15 second commercial, or several.  Preferred Auto is using two, as you can view here:

Share
This entry was posted in Marketing/Advertising, Video Production. Bookmark the permalink.

Comments are closed.