6-second ads were born in the online video environment. The online platforms presented them as a new format that helped the consumer to better cope with the advertising load of online videos and that prevented them from ending up skipping the message.The ‘traditional’ video commercials, with their duration similar to those of the TV commercials, ended up falling victim to the skip ad button after five seconds.

Forcing the viewer to see the Philippines Email Lists entire ad was a drag on the browsing experience and content consumption. With the six-second format, that was avoided and the consumer could have to watch the whole thing.But were these new ads achieving the same results or even better than the ads that were served up to then in the videos? That was the big question and the element that marked a growing list of studies, analyzes and expert recommendations.The most recent study, produced by IPG Media Lab and Magna, concludes that it is. 6-second ads are just as powerful as 15- or 30-second ads. Short ads, remember in AdAge , are present on many online platforms, which offer them to advertisers. Snapchat, YouTube, Facebook or Twitter all have these types of ads.

However, advertisers do not prioritize them and often, they point in the American medium, see them as a kind of extra, as something more.This occurs despite the fact that, as the IPG Media Lab and Magna study conclude, those ads do work. To demonstrate this, they used as a sample one of the platforms that offer them, Snapchat, as well as two video sources not identified by their brand (it is a video aggregator and a full episode service) and the response of consumers to those messages.What the study saysAccording to their data, shorter-duration ads converted better. Comparing consumer response to the 6-second and 15-second ads, they found that the 6-second ads worked much better at convincing consumers to get hold of that product. They had better data in consideration of purchase.By percentages, and in general, 6-second ads achieve 9% brand favourability and 9% purchase intention among consumers aged 18 to 34 years.

Compared to these data, those of 15 achieve a 2% of brand favorability and a 3% of purchase intention.Among consumers aged 35 to 44 years, the data is distributed in 9% compared to -1% of those of 6 compared to 15 in brand favorability and 11% compared to 4% in purchase intention.The study data not only shows a better result compared to each other, but also indicates that the reception of very short ads has improved compared to its principles. “What we found is that short ads are actually much more effective than they used to be,” Kara Manatt, Senior Vice President at Magna , tells AdAge .Short ads achieve better data among both Zs and millennial in brand vulnerability and not just purchase intent. Of course, if the ads cannot be skipped and if they are served in long videos, the 15-second ads achieve better overall data.

Leave a Reply

Your email address will not be published. Required fields are marked *