Our take on The "Long & Short of It"

In 2012 the Institute of Practitioners of Advertising (IPA) published a seminal 80-page essay on marketing strategy named ‘The Long and the Short of it’. It drew upon effectiveness data taken from 1,000 advertising campaigns, executed over 30 years – long before video marketing really made it’s mark.Yet a decade later, the takeaways from this exceptional work of thought-leadership remain with me, and its insights seem particularly pertinent to the world of content marketing.In this video we review highlights of its key findings through a video marketing lens and offer some practical takeaways. I hope these principles will nestle into your marketing psyche, as they did mine, and that next time you map out a content plan or dive into your video strategy you’ll challenge yourself to apply them!