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Coming soon: the era of six-second ads

Google, Fox, Facebook and Michelin are the harbingers of this new ad format. Six-second snackable ads will be the way to reach Millennials and Gen Z-ers in 2018.

Eight months ago, Google showcased the best examples of its six-second hackathon at Sundance. Two months ago, Fox jumped on to the wagon with six-second video ads. And, towards the end of July, Facebook revealed that it was going to work on its six-second ad game soon.

The movement gathered more steam with the new that Michelin has started testing these snack-sized clips on YouTube, the Google-owned video platform that calls them ‘bumper’ ads.

Why are they doing it? The correct answer to that is that it is for Generation Z and Millennials, especially because of their short attention spans. And a six-second ad also forces the brand to be focused.

A recent Google-led study on its bumper ads found that nine out of 10 of them drove ad recall, while 61 per cent lifted brand awareness. Short-form videos are not exactly a brand new phenomenon. Four years ago, Dunkin Donuts created some buzz with a Monday night Football Spot on ESPN.

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