When looking to strike a chord with millennials and Generation Z, six-second advertisements lead the way.
A new form of video storytelling has hit the market. With lower attention spans and increased usage of mobile devices across multiple generations, six-seconds advertisements are the solution.
As brands and agencies prepare for this new era, these six-second video advertisements convey simple messages making immediate connections with viewers. There is a niche gap in the market for six-second media engagements and brands have begun to fill that void.
Although these advertisements were first introduced by YouTube as, “bumper ads,” several corporations have joined the movement utilizing the format. Fox began pushing out six-second advertisements during live sporting events, announcing that they will air nine of these short spots during its Thanksgiving Day NFL game. Prior to this announcement, Fox had been running six-second commercials in NFL games and the World Series. Similarly, AMC has decided to run six-second commercials during this season of the series, The Walking Dead. Facebook has also followed suit, announcing intentions to revamp six-second advertisements on its platform.
Even Twitter wants to join the six-second ad craze. In an effort to produce these short spots, they created, #Fuel. This new service is designed to help advertisers create content specifically for the platform as well as edit videos to conform to the six-second trend.
While six-second advertisements are a fairly new format, they have certainly left an impression already. According to a Google-led study, nine out of 10 six-second advertisements drove recall and 61 percent increased brand awareness.
Viewers want entertainment, innovation and disruption, and six-second spots seamlessly fit the mold. While advertisers continuously look to improve the viewing experience, adding celebrity features as another layer to the mix could be just what they need.
While six-second spots are defining digital presence, celebrities and influencers have already marked their territory in the digital sphere. Because celebrity marketing dominates digital, this “snackable content” elicits a new opportunity for brands to enhance this innovative format. Shorter advertisements certainly engage viewers, but celebrities have the potential to make these spots unforgettable. The combination of powerful celebrity marketing and the allure of six-second advertisements can lead to competitive advantages.
Getting right to the point, six-second advertisements keep viewers tuned in, especially millennials and Generation Z consumers with shorter attention spans. These short spots have the potential to command the digital sphere and further evolve with the inclusion of celebrities and influencers.
photo credit: Raphael Silva via Pixabay.com