Long-Format Print Advertising

…and a new Design Idea of the Week!

A recent article in AdAge looks at the growing popularity of the long-format ad. “Branded content,” in the form of short films and music videos created by advertisers are the sexiest, if not the newest, high-end promotional tool going these days. People want entertainment, not advertising, so why not provide advertising entertainment?

In response to commercials and online ad spots becoming increasing brief and punchy, many advertisers have recently gone in the opposite direction, producing 3-minute, 10-minute, and even 30-minute film-style commercials. The products being advertised act as props or storytelling elements in these long-format ads, which advertisers say are engaging consumers on whole new levels.

All of which got me thinking, why can't the same principles of long-format, narrative-based advertising be applied to print? A brochure could be a novella. A catalog could be designed as a comic book. The difference in production costs should be negligible, if anything, so stop advertising and start entertaining!

Check out a brand new Design Idea of the Week for tips on how to create your own long-format print ad.

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