Fox to Launch 6 Second Ad Format

In case you've been out of the loop, Fox Networks Group announced at the Cannes Lions Festival that it will follow suit of YouTube's non-skippable 6 second ads across all digital and video on demand platforms.  Not only that, but Fox plans to bring this new format to linear TV in the following months.  The company explains that the 6 second ad format will offer both brand lift and the ideal user experience. Fox Networks Group will bill the ads by viewable impression using Moat's
video quality score.  

“One of our biggest priorities at Fox Networks Group is figuring out the best way for a brand to reach a consumer that captures the right kind of attention and serves its precise KPIs,” said David Levy, Executive VP of nonlinear revenue at Fox Networks Group

With the rise in popularity of VOD and on-the-go viewing habits, these online shifts have given users the ability to skip and block ads leading media companies to experiment with new ad formats and strategies.  6 seconds has proven to be long enough and short enough- perfect for on-the-go users who appreciate succinct messages and for brands and creatives who appreciate constraint and consistent brand messages.  This format allows for brands and networks to measure the delivery and success of their ads, while also being able to track delivery through multiple formats and varying time lengths.  It's just a matter of understanding, on both ends of the business, the value and effectiveness of what this kind of ad format can deliver. 

However, it goes without saying, 6 second commercials aren't likely to immediately replace standard linear TV spots.  Sellers and buyers need to agree on prices that produce benefits on both ends. While sellers agree that less clutter can promote better brand awareness and consumer recall, there's still no outstanding evidence yet that it's worth a higher price than appearing in traditional ad loads.   Fox Networks Group will continue to explore various formats in this realm of advertising, which could lead to an even greater shift that we may not have seen coming.