{"id":32027,"date":"2022-06-30T12:46:58","date_gmt":"2022-06-30T09:46:58","guid":{"rendered":"https:\/\/www.adcore.com\/blog\/?p=32027"},"modified":"2025-04-24T10:50:20","modified_gmt":"2025-04-24T07:50:20","slug":"slow-vs-fast-ads-new-research-studies-the-pace-of-commercials","status":"publish","type":"post","link":"https:\/\/www.adcore.com\/blog\/slow-vs-fast-ads-new-research-studies-the-pace-of-commercials\/","title":{"rendered":"Slow vs. Fast Ads: New Research Studies the Pace of Commercials"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"32027\" class=\"elementor elementor-32027\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-4d7b9be2 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"4d7b9be2\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-62e6fcc5\" data-id=\"62e6fcc5\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-33a8a33 elementor-widget elementor-widget-text-editor\" data-id=\"33a8a33\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<h2><span style=\"font-weight: 400;\">Everything You Need to Know In Less Than 50 Words<\/span><\/h2><p><strong><a href=\"https:\/\/www.tandfonline.com\/doi\/abs\/10.1080\/02650487.2020.1766233?cookieSet=1\" target=\"_blank\" rel=\"noopener\">New research<\/a> has surfaced showing the impact of advertisement speeds on consumers. The study focuses on correlating the pace of commercials and the perception and understanding of the consumer to see if it affects their decision-making.<\/strong><\/p><h2><span style=\"font-weight: 400;\">Tell Me More<\/span><\/h2><p><span style=\"font-weight: 400;\">With this study, marketers have unique optimization insights for advertisements, at least in terms of the pace at which the commercial plays.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">This study will prove vital to digital and traditional markers because it will affect the consumer&#8217;s decision-making process.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">According to the research, slow-moving commercials are favorable for products that require a higher degree of understanding, while rapidly moving commercials are advantageous for price-centric products that don&#8217;t need much interpretation.<\/span><\/p><p><span style=\"font-weight: 400;\">While this research doesn&#8217;t answer all questions about what the optimal advertisements would look like, it does give some insight into how consumers respond to the pace of ads.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">In the article published by Sukki Yoon, Hyejin Bang, Dongwon Choi, and Kacy Kim, researchers have found correlations between benefits, attributes, quality, and prices with slow and fast advertisements. Below we\u2019ll cover the research in-depth.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c5ccb74 elementor-widget elementor-widget-template\" data-id=\"c5ccb74\" data-element_type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data-elementor-id=\"29329\" class=\"elementor elementor-29329\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-486a9019 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"486a9019\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-6ed64254\" data-id=\"6ed64254\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-281ae6ce elementor-widget elementor-widget-image\" data-id=\"281ae6ce\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"20\" height=\"14\" src=\"https:\/\/www.adcore.com\/blog\/wp-content\/uploads\/2022\/04\/Group-10466.svg\" class=\"attachment-full size-full wp-image-28055\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-4dc8e19 elementor-widget elementor-widget-heading\" data-id=\"4dc8e19\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><p class=\"elementor-heading-title elementor-size-default\">With this study, marketers have unique optimization insights for advertisements, at least in terms of the pace at which the commercial plays. <\/p>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7e75a92 elementor-widget elementor-widget-text-editor\" data-id=\"7e75a92\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h2><span style=\"font-weight: 400;\">The Research<\/span><\/h2><p><span style=\"font-weight: 400;\">TV commercials featuring slow-moving objectives and visuals prompted a high degree of understanding from consumers. Not only that, but consumers found the product being advertised more desirable due in large to the advertisement&#8217;s ability to emphasize product benefits.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">This correlation may relate to the consumer having more time to process the advertisement. At the same time, slower advertisements may not have more information, but the quality of that information is what seems to benefit the commercial.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Fast-moving TV commercials found that consumers had a lower understanding of the product, leaving the consumer to wonder about the product&#8217;s or service&#8217;s feasibility. Fast-moving commercials left consumers focusing more on product attributes than benefits.\u00a0<\/span><\/p><h2><span style=\"font-weight: 400;\">Explanation of Findings<\/span><\/h2><p><span style=\"font-weight: 400;\">Since there isn&#8217;t as much time to process the entire aspect, viewers of faster advertisements seem to latch on to the product attributes rather than the benefits. Benefits are typically only seen when a person can actively process how that product will enhance their experience.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">If the advertisement doesn&#8217;t give the consumer enough time to think about those benefits, they&#8217;ll process the product&#8217;s attributes more than the actual in-ate benefits this will have on their life.\u00a0<\/span><\/p><h2><span style=\"font-weight: 400;\">Additional Studies<\/span><\/h2><p><span style=\"font-weight: 400;\">Two additional studies show how advertising speed affected how consumers thought of the product in terms of quality and price.<\/span><\/p><p><span style=\"font-weight: 400;\">The third study, with slower advertisements, found that consumers responded to desirability advertising appeals. Additionally, consumers emphasized the product&#8217;s quality over its price.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">The fourth study kept fast advertising speed. The research found that consumers preferred feasibility advertising appeals. Additionally, consumers focused on the product&#8217;s price.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b7f2cd8 elementor-widget elementor-widget-template\" data-id=\"b7f2cd8\" data-element_type=\"widget\" data-widget_type=\"template.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-template\">\n\t\t\t\t\t<div data-elementor-type=\"section\" data-elementor-id=\"29332\" class=\"elementor elementor-29332\" data-elementor-post-type=\"elementor_library\">\n\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-6c9eca04 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"6c9eca04\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4798cb28\" data-id=\"4798cb28\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-65cc919a elementor-hidden-desktop elementor-widget elementor-widget-shortcode\" data-id=\"65cc919a\" data-element_type=\"widget\" data-widget_type=\"shortcode.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-shortcode\">\n<div class=\"wpcf7 no-js\" id=\"wpcf7-f28319-o1\" lang=\"en-US\" dir=\"ltr\">\n<div class=\"screen-reader-response\"><p role=\"status\" aria-live=\"polite\" aria-atomic=\"true\"><\/p> <ul><\/ul><\/div>\n<form action=\"\/blog\/wp-json\/wp\/v2\/posts\/32027#wpcf7-f28319-o1\" method=\"post\" class=\"wpcf7-form init\" aria-label=\"Contact form\" novalidate=\"novalidate\" data-status=\"init\">\n<div style=\"display: none;\">\n<input type=\"hidden\" name=\"_wpcf7\" value=\"28319\" \/>\n<input type=\"hidden\" name=\"_wpcf7_version\" value=\"5.9.6\" \/>\n<input type=\"hidden\" name=\"_wpcf7_locale\" value=\"en_US\" \/>\n<input type=\"hidden\" name=\"_wpcf7_unit_tag\" value=\"wpcf7-f28319-o1\" \/>\n<input type=\"hidden\" name=\"_wpcf7_container_post\" value=\"0\" \/>\n<input type=\"hidden\" name=\"_wpcf7_posted_data_hash\" value=\"\" \/>\n<\/div>\n<div class=\"yos mobile\">\n\t<div class=\"post-contact\">\n\t\t<p class=\"title\">Get exclusive CMO tips that I only share with email subscribers.\n\t\t<\/p>\n\t\t<div class=\"form-item\">\n\t\t\t<p class=\"input\"><span class=\"wpcf7-form-control-wrap\" data-name=\"email-001\"><input size=\"40\" maxlength=\"80\" class=\"wpcf7-form-control wpcf7-email wpcf7-validates-as-required wpcf7-text wpcf7-validates-as-email\" aria-required=\"true\" aria-invalid=\"false\" placeholder=\"Email address\" value=\"\" type=\"email\" name=\"email-001\" \/><\/span>\n\t\t\t<\/p>\n\t\t\t<p class=\"send\"><input class=\"wpcf7-form-control wpcf7-submit has-spinner\" type=\"submit\" value=\"SUBSCRIBE\" \/>\n\t\t\t<\/p>\n\t\t<\/div>\n\t\t<p class=\"yos-img\"><img decoding=\"async\" src=\"\/blog\/wp-content\/uploads\/2022\/05\/NEW_YOS.png\" \/>\n\t\t<\/p>\n\t<\/div>\n<\/div><div class=\"wpcf7-response-output\" aria-hidden=\"true\"><\/div>\n<\/form>\n<\/div>\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c5d9c6f elementor-widget elementor-widget-text-editor\" data-id=\"c5d9c6f\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<h2><span style=\"font-weight: 400;\">Explanation of Additional Studies<\/span><\/h2><p><span style=\"font-weight: 400;\">With this research in mind, marketing teams will have better ideas of what advertisements need to emphasize depending on their speed. For example, if an ad wants to emphasize the product&#8217;s price, faster-moving advertisements may be the route.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">For products that need more understanding of the appeal, it doesn&#8217;t come from the price but rather from the benefits the product can offer the consumer. It may be best for marketers to go towards a slower advertising speed.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Products that need little explanation to understand heavily benefit from a faster advertising speed, according to this study.<\/span><\/p><p><span style=\"font-weight: 400;\">Source: <\/span><a href=\"https:\/\/www.tandfonline.com\/doi\/abs\/10.1080\/02650487.2020.1766233\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">International Journal of Advertising<\/span><\/a><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dcf3f00 elementor-widget elementor-widget-menu-anchor\" data-id=\"dcf3f00\" data-element_type=\"widget\" data-widget_type=\"menu-anchor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.22.0 - 24-06-2024 *\/\nbody.elementor-page .elementor-widget-menu-anchor{margin-bottom:0}<\/style>\t\t<div class=\"elementor-menu-anchor\" id=\"printful\"><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>New research has surfaced showing the impact of advertisement speeds on consumers. The study focuses on correlating the pace of commercials and the perception and understanding of the consumer to see if it affects their decision-making. With this study, marketers&#8230;<\/p>\n","protected":false},"author":21,"featured_media":32115,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[{"category_link":"https:\/\/www.adcore.com\/blog\/all\/","category_name":"All"},{"category_link":"https:\/\/www.adcore.com\/blog\/marketing\/","category_name":"Marketing"},{"category_link":"https:\/\/www.adcore.com\/blog\/marketing\/research\/","category_name":"Research"}],"tags":[],"authors":[250],"article_types":[180],"staff_picks":[],"promotions":[418],"class_list":["post-32027","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all","category-marketing","category-research","authors-adcore-marketing-team","article_types-news","promotions-push"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/32027","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/comments?post=32027"}],"version-history":[{"count":18,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/32027\/revisions"}],"predecessor-version":[{"id":32120,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/32027\/revisions\/32120"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/media\/32115"}],"wp:attachment":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/media?parent=32027"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/categories?post=32027"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/tags?post=32027"},{"taxonomy":"authors","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/authors?post=32027"},{"taxonomy":"article_types","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/article_types?post=32027"},{"taxonomy":"staff_picks","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/staff_picks?post=32027"},{"taxonomy":"promotions","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/promotions?post=32027"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}