10 Second TV advertising as it’s called today reflects the changes from the past when :10’s were called “10 Second ID’s” or “Promotional IDs”. Both of these older terms had a connotation that the :10 Second spot was a “Billboard” or a “Static Image” with a voiceover.
Today’s :10’s are usually full motion commercials. Just like other commercials only slightly shorter. When :10’s can’t be edited perfectly from a longer spot, they can often, easily be made by using a certain portion of the longer spot, then modifying the voiceover.
There are also still some newly animated, so called “Static” spots with voiceovers, because they are inexpensive to make, very effective and they solve the problem of the prohibitive cost of creative, for many advertisers who may have only considered Print or Radio because of that perception.
Today, :10’s allow advertisers using Only CABLE or Only NETWORK, or both, to the exclusion of National Syndication, a great way to get the Large Reach of National Syndication for a reasonable cost. This makes for a more effective plan, greater reach and a Higher ROI and is something that all National Advertisers should be seriously considering when appropriate.