online video | Street Fight

How Long Will Local Web Video Be Held Hostage by the ’30-Second Spot’?

Terry Heaton

How Long Will Local Web Video Be Held Hostage by the ’30-Second Spot’?

The 30-second spot will be the ruin of those in local media who shift this old television workhorse to the Web. Local media companies rarely run anything less than 30 seconds, because that’s what advertisers want to buy, but this is a grave error — it spits in the face of the one who has clicked through to watch a short video…