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.
Source : http://www.adweek.com/digital/why-brands-and-agencies-are-preparing-for-the-era-of-6-second-ads/