Has the growth of Connected TV advertising also given way to something else - the return of dedicated brand building and storytelling which is actually entertaining? 🤔
A recent Ad Age article looked at the emergence of unconventional ad lengths. They found that brands were becoming increasingly adventurous in creating video spots with longer runtimes.
Until relatively recently, it was almost unheard of to propose a long-form video ad. The growth of social media marketing and mobile viewing meant brands were genuinely afraid to post something that hadn’t been optimized for a smaller screen - and shorter attention spans.
For decades, the industry optimized around the clock: 15 seconds, 30 seconds, 60 seconds. But today, attention is no longer dictated by time slots. It’s dictated by context. And increasingly, that context lives on larger, immersive screens, especially Connected TV.
That’s why we’re seeing brands push past traditional formats. Not because longer ads are inherently better, but because brands finally have the space to tell richer stories. Stories that entertain first and educate second.
For example, check out the four-minute Christmas rom-com from Waitrose and Wonderhood Studio below - I challenge you NOT to watch to the end.
Making an ad that more closely resembles other forms of entertainment allows brands to enter new spaces. This was the take of Kathleen Swanson, head of creative, brand and entertainment marketing at Maximum Effort. The Ryan Reynolds-backed agency recently created a five-episode microdrama called “Maybe this Christmas” for Maybelline.
Meanwhile, Procter & Gamble soap brand Native is preparing to release a series called “The Golden Pear Affair,” which tells a classic soap opera romance story across 50 episodes. Episodes will range from one minute to just under three minutes, and the entire series will have a runtime of 80 minutes.
When people lean back on a couch and engage with premium content on a big screen, their mindset shifts. They’re not doom-scrolling. They’re not half-watching. They’re open to storytelling — if it earns their attention.
That’s why we’re seeing brands push past traditional formats. Not because longer ads are inherently better, but because brands finally have the space to tell richer stories. Stories that entertain first, educate second — and sell last.
Longer formats force discipline. You can’t rely on repetition or interruption. You have to create something that holds attention — something that feels more like content than advertising. That means sharper creative ideas, stronger narratives, and a clearer understanding of what actually resonates with an audience.
At Panoply Media, we see this every day in how CTV performance evolves when brands stop thinking in terms of “spots” and start thinking in terms of experiences. The most effective long-form ads aren’t self-indulgent brand films — they’re intentional, audience-first stories designed to live across screens and formats.
This doesn’t mean every brand needs a 10-minute ad. But it does mean the old rules no longer apply.
Are you ready to maximize your media strategy? Let’s talk.
