Let the upcoming fourth quarter be known as the incubator phase of the six-second video ad unit, a few industry players echoed in recent days, reports Adweek, which added that next year, they say, “it’s go time.

“The format has built up buzz since Google threw its stake in the ground when the best examples of its six-second hackathon were highlighted at Sundance in January. Then in June, Fox announced it was on board with six-second video ads. And, at the end of last month, Facebook revealed it was going to work on its six-second ad game during its second-quarter earnings call. Now, brands and agencies are starting to state their motives for getting out in front of the movement. Michelin this week started testing the snack-sized clips on YouTube, the Google-owned video platform that calls them bumper ads.

““The format allows us to continue on our quest to reach a younger demographic,” said Candace Cluck, director of consumer experience for Michelin North America, suggesting that such spots could be ideal for reaching millennials and Gen Z consumers with shorter attention spans. “What’s so unique about this format is the way you distribute it. You have to think about these six-second videos in succession. It’s a frequency play.”

The story also stated that the movement toward short-form video, or “snackable content,” isn’t entirely new. “In September 2013, Dunkin’ Donuts created considerable chatter by using a six-second video—made on the since-shuttered Vine app—for a Monday Night Football spot on ESPN television.

“The buzz around snackable content then subsided over time, but now it seems to be back in full force with industry players predicting that six-second ads will gain real traction in 2018. Seasoned marketers likely won’t be surprised if the ad units prove more viable among younger folks compared to 15- and 30-second ads.”

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