During this year’s Swanky Cannes Ad Festival, it was revealed that one of the biggest challenges that brands face was grabbing consumers’ attention particular on their mobile phones. As such, giant media and social platforms such as Facebook, Twitter and Fox among many others are pushing advertisers to produce super short video ads that last about six seconds and ultimately make this an industry standard. However, this is easier said than done as most agencies and brands are still stuck on producing expensive thirty second ads that run on TV networks, which are then refit to run on digital platforms.
To help change this approach, L’Oréal is teaming up with Google in production of six second video ads in a project that they are calling Trend Hacker Boardroom. For the initiative, which starts this month’s, staff members from both companies will work together and go through online data and try to find out the kind of content that majority of the users are watching and are interested in. They will place timely six second video ads that will run before this video content on YouTube.
The goal is that L’Oréal will produce ads at a faster rate and that these ads will be more relevant, since they will be based on what people are interested in watching at that particular moment, asserts Nadine McHugh, the company’s senior vice president of Omni Media, Strategic Investments and Creative Solutions.
“It’s super hard to get somebody’s attention,” she said. “In this time challenged environment, advertisers have to think about a value exchange with consumers more than ever.”
Debbie Weinstein, YouTube’s managing director, Global Brand Solution, said that since launching six-second ads last year, the company has executed 600 campaigns. But this joint approach with a brand is a first in this category. “Lots of people can have data,” she said. “It’s the insights that are hard. So we’re most impressed with [L’Oreal’s] disciplined way of testing and learning.”