6-second Bumper Ads Is The Next Big Thing
Vine videos may be dead but the six-second video format is the next big thing that will take the industry by storm. The upcoming fourth quarter is the incubator phase of the bite-sized ad unit. Few industry players have echoed that it’s go time.
Brand that took to six-second ads.
Google threw its stake in the ground when they saw the best examples of this video format at the Sundance held in January. Facebook revealed the importance it would be giving to the six-second ad game during its second-quarter earnings call.
Fox also came out and expressed its support to this format. Later in June, Fox announced that it was on board with six-second video ads. And, at the end of last month, Facebook revealed it was going to work on its six-second ad game during its second-quarter earnings call.
Now, brands and agencies are starting to state their motives for getting out in front of the movement. Michelin started testing the snack-sized clips on YouTube. And now the Google-owned video platform calls them bumper ads.
Why is this format so popular?
Candace Cluck, director of the consumer experience for Michelin North America said, “What’s so unique about this format is the way you distribute it. You have to think about these six-second videos in succession. It’s a frequency play. The format allows us to continue on our quest to reach a younger demographic.”
She added that this would be an ideal format to reach out to the millennials and Gen Z consumers who might have a shorter attention span.
TBWA Worldwide is a leading 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. He partook in YouTube’s hackathon.
Another YouTube hackathon alumnus, Maud Deitch, attended the event as a creative for Mother New York and had her global-warming-minded work, called The High Diver, honored.
A recent Google-led study on its bumper ads found that nine out of 10 of them drove ad recall, while 61 percent lifted brand awareness.
Jake Malanoski, customer acquisition director for meals service Green Chef, said that he has recently seen positive test results from shorter-form videos across ad networks while working with DIY-minded video ads platform like Steelhouse.
“We tend to use seven-second spots. 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-second video. 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,” said Malanoski.
A Gen Xer and iCrossing’s president of media operation Mike Racic said, “I watch the clock tick down waiting for the video to be over so I can get to the content I want to watch,” He adds, “Now you have to tell a concise story.”