Let the upcoming fourth quarter be known as the incubator phase of the six-second video ad unit, a few industry players echoed in recent days. Next year, they say, it’s go time.
The format has built up buzz since Google threw its stake in the ground when the best examples of its six-second hackathon were highlighted at Sundance in January. Then in June, Fox announced it was on board with six-second video ads. And, at the end of last month, Facebook revealed it was going to work on its six-second ad game during its second-quarter earnings call. Now, brands and agencies are starting to state their motives for getting out in front of the movement. Michelin this week started testing the snack-sized clips on YouTube, the Google-owned video platform that calls them bumper ads.
