As more consumers continue to skip through commercials on TV or opt for shorter content online, brands that have to market their message are adapting by offering ads that match the viewers attention span.
Experimenting on this shorter ads has already began in the US. After airing a six-second ad during the Teen Choice 2017 awards in August, Fox Networks Group announced it would start selling the short ad format during sports broadcasts, including National Football League and Major League Baseball games. This month, AMC said it would sell six-second ads to air during its hit show The Walking Dead this season. Microsoft Corp has also jumped on the band wagon on short ads and plans on using the ad format to advertise its Xbox gaming system.
The demand for shorter ads is increasing. According to Google, one in three of its large advertisers globally are now buying six-second spots. This growing interest for shorter ad formats has in some way been brought own by changes in consumers viewing habits.
“People consume content faster on their phones and marketers are increasingly recognizing that this behaviour is different than on other media,” Facebook Inc. chief operations officer Sheryl Sandberg said on a conference call to discuss the company’s earnings in July. “This means that developing short-form ‘snackable’ content is a big opportunity on mobile.”
Tropicana recently tested six-second ads alongside 15-second and 30-second versions on Facebook, Ms. Sandberg said. They found higher “brand awareness” among those who had seen the shorter ads.
Google also measured six second ads across the globe and found that 61% of these resulted in a significant increase in brand awareness. The short ads could run in a sequence and tell a larger story in more palatable chunks.