The movement towards short form videos is alive and well!
Read below to find out
The format allows brands to continue on their quest to reach a younger demographic. According to leading creatives, you can really get to a level of poignance and human connection that you cannot get to even in a 15-second spot. What's so unique about this format is also the way you distribute it. You have to think about these six-second videos in succession. It's a frequency play.
A recent Google-led study on these "bumper ads" found that nine out of 10 of them drove ad recall, while 61 percent lifted brand awareness as opposed to classic 10 to 15 seconds ads.
Facebook is working with some of its advertisers to develop video ads as short as 6 seconds, Chief Operating Officer Sheryl Sandberg said last August. The platform has already been telling its video advertisers to hit people with faster messages. Sandberg said on the call that 6 seconds emerged as an ideal ad length in a recent test conducted with Tropicana.
Tropicana compared the results from Facebook ads that were 6, 15 and 30 seconds long. The shortest saw "higher brand metrics across the board," Sandberg said.
Additionally, a recent study from ComScore found online ads that target millennials, have to be only five or six seconds long to have an impact.
Following YouTube and Facebook, network television has also begun implementing six-second commercials. As six-second ads grew online, Fox would introduced (and tested) six-second television commercials for this year's Teen Choice Awards show in August.
Similar to the introduction of 15-second TV ads in the 1980s, the shortened format is not for every brand or ad message. The arguments made 30 years ago are still being made, six-second ads may work to reenforce an existing brand message, but a longer message is required to convey the more involved selling points.