2018- The Era of Short Form Ads
This upcoming fourth quarter will be known as the incubator period of the 6-second, short form video ad unit. Next year, however, is when industry experts say this format will likely take off.
This unique format has built up buzz ever since Google introduced its best examples of its 6-second ads at Sundance in January. Then, in June, Fox announced it was ready to launch the short form video ads on digital. On top of that, Facebook has also revealed that they're in the works of developing 6-second ads in its second-quarter earnings call.
“Six seconds is actually a pretty decent-sized canvas to play with.”
-Mark Douglas, Founder and CEO of Steelhouse
Brands like Michelin have also hopped on this bandwagon. Michelin has come out with their own 6-second ads for YouTube, that they believe will expand their reach among younger generations of drivers. Below is the link to one of Michelin's short form video ads that will appear on YouTube.
Short Form Ad- Michelin's "School Play"
Experts say that these short form ads force consumers to be more focused on the ads, rather than just watching the clock tick down on longer ads so that they can finally view their content. A recent Google-led study on its bumper ads found that nine out of 10 of them drove recall, while about 60% lifted brand awareness. Jake Malanoski, the consumer customer acquisition director at Green Chef, said he's recently seen positive test results from shorter-form video ads. He says, "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 there is that if somebody hasn't heard of you, they are not going to give you the time of day".
The movement towards short-form video ads, or "snackable content" as some call it, is coming in full force and is expected to gain traction in 2018, especially among younger audiences.
This unique format has built up buzz ever since Google introduced its best examples of its 6-second ads at Sundance in January. Then, in June, Fox announced it was ready to launch the short form video ads on digital. On top of that, Facebook has also revealed that they're in the works of developing 6-second ads in its second-quarter earnings call.
“Six seconds is actually a pretty decent-sized canvas to play with.”
-Mark Douglas, Founder and CEO of Steelhouse
Brands like Michelin have also hopped on this bandwagon. Michelin has come out with their own 6-second ads for YouTube, that they believe will expand their reach among younger generations of drivers. Below is the link to one of Michelin's short form video ads that will appear on YouTube.
Short Form Ad- Michelin's "School Play"
Experts say that these short form ads force consumers to be more focused on the ads, rather than just watching the clock tick down on longer ads so that they can finally view their content. A recent Google-led study on its bumper ads found that nine out of 10 of them drove recall, while about 60% lifted brand awareness. Jake Malanoski, the consumer customer acquisition director at Green Chef, said he's recently seen positive test results from shorter-form video ads. He says, "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 there is that if somebody hasn't heard of you, they are not going to give you the time of day".
The movement towards short-form video ads, or "snackable content" as some call it, is coming in full force and is expected to gain traction in 2018, especially among younger audiences.
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