The format of six seconds Ads is becoming the trend for major state holders and brand because of the effectiveness of the Ad and has become more popular since the likes of Google, Facebook, Fox, and other agencies are working on how they can use the six seconds Ads because of its efficiency to actually send whatever message encoded in the Ad to the end user in brief and in very clear terms.
The six-second made more noise when Google came up with its six-second Hackathon which was highlighted at Sundance in January and in June, Fox also announced that they were on board with the six-second video Ads. Facebook also has now added its voice to this trend and have revealed that they will begin working on its the six seconds Ads game in their second-quarter earnings call.
One distinct advantage of this six-second format is the flexibility it has because it supports the idea for everyone to reach a younger said Candace Cluck who is the director of the consumer experience for Michelin North America, suggesting that such spots could be ideal for reaching Millennials and Gen Z consumers with shorter attention spans. Another quality that makes the six-second Ad really different is the way they Ads can be distributed because these six-second videos can be done in succession. It’s a frequency play.
TBWA Worldwide is the lead creative for her brand’s six-second spots. “They force you to be more focused,” commented Theodor Arhio, a global director of creative and content for the Omnicom-owned agency who was part of the Hackathon Ads as previously mentioned.
Another YouTube Hackathon alumnus, Maud Deitch, was at the event as a creative for Mother New York and had her global-warming-minded work, called The High Diver (see below), honored. She’s since moved on to Instagram’s creative department, which she declined to go into detail about—but she had a lot to say about six-second ads’ potential.
Deitch explained that “You can really get to a level of poignancy and a level of human connection that you cannot get to even in a 15-second spot,” “It’s because you sort of have to understand your subject matter, your medium, your production tools so much more intimately in order to make use of six seconds in an effective way. I think it’s one of the most important ad formats—if not the most important ad format—that we are going to see more of.”
What professional Ads creators are saying about the six-second Ads
“We tend to use seven-second spots,” Malanoski said. “Interestingly enough, if we are trying to reach someone for the first time, the shorter the better. If we are retargeting, we can play a 15 or a 30. Part of the theory here is that if somebody hasn’t heard of you, they are not going to give you the time of day.”
“Short-form is going to play a role,” added Mark Douglas, founder, and CEO of Steelhouse. “Six seconds is actually a pretty decent-sized canvas to play with.”
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.
What six-seconds Ads hold for the future
The buzz and hype some call it about the impact the six-second Ad had on advertising actually some time ago but currently, it is back on track with full force and major industry players are throwing their weight behind the Ads and now predicts that the six-second ads would gain full traction in 2018. Seasoned and professional marketers most likely won’t be surprised at all if really Ads units prove more viable among younger folks compared to 15- and 30-second ads.