Confirmit – Digital Media

Peter Haslett | 12 June 2018 | London

There is nothing hotter in video advertising right now than six-seconds ads. With the average attention span of a consumer now shorter than a goldfish’s at just eight seconds, the bite-sized format is really gaining traction across Adland.

There is nothing hotter in video advertising right now than six-seconds ads. With the average attention span of a consumer now shorter than a goldfish’s at just eight seconds, the bite-sized format is really gaining traction across Adland.

According to recent research, the number of vendors adopting video advertising’s answer to the tweet has quadrupled in the last quarter alone, with a host of TV networks and social platforms already betting big on these bite-sized formats.

With predictions of exponential growth - this appetite for snackable ads is showing no signs of slowing down. Mihkel Jaatma, CEO of emotion AI tech pioneers Realeyes, explores the trends around six-second ads in more detail. Using a number of different case studies, he reveals the latest insights from Realeyes’ six-second study to enable advertisers and publishers to make every second count.

Peter presents key findings based on Realeyes’ latest research including a partnership with the FreeWheel Council:

6 points on 6-second ads
• 3x more emotional impact per second than 30-sec videos
• 2.7x more effective when used as a campaign trigger
• 43% more emotionally engaging with premium content placement
• 40% more emotionally engaging for digital natives
• 26% better at grabbing attention on mobile vs desktop
• 1.6x more emotionally engaging than the average Super Bowl ad
 
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