The Six-Second Ad

Major brands like Google, Fox, Michelin North America and more are rolling out new six-second video ads. The belief is that this “snackable content” will help reach a younger demographic with shorter attention spans. “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,” said Maud Deitch, a Creative at Instagram. Marketers agree that the six-second spot forces brand focus that a 15-second spot can’t do, and some research has shown a shorter format can be more effective—especially for reaching consumers for the first time. (Adweek, 8.10.17)