YouTube started to promote a new format of video ads that last for 6 seconds at the Sundance Film Festival in January of 2017. Currently, the initiative of the video hosting company is being supported by many advertising agencies and brands. What’s the distinctive feature of short videos and is such ad format worth launching?
The French tire manufacturing company Michelin has recently launched 6-second video ads on YouTube. Director of consumer experience Candace Cluck explains that they are trying to attract attention to their product of younger generation in such a way.
TBWA advertising agency that creates videos for renowned brands believes that such ad format holds the audience’s attention more efficiently. And their colleagues from Mother New York have released a short video called The High Diver, dedicated to global-warming.
According to Google research, just 1% of videos do not provoke any response from users, and 61% improve brand recognition. Meals service Green Chef uses 7-second videos for social media advertising. The director of the company marks the method’s productivity for introducing the audience to company’s services.
From 2018, YouTube will completely refuse from 30-second ads and focus on the shorter format.