YouTube is now launching another advertising feature called “six-second ads” which is going to help lots of aspiring content creators. These mini advertisements will be unskippable and will appear on smartphones.
Talking about the attention span on YouTube advertisements, these new “snackable” formats on smaller screens will help them differentiate their ad segment on their desktop advertisements which is 30 seconds and increase the user’s attention on smartphone devices.
According to YouTube, 90% of 18-to-49-year-old demographic said they use a smartphone, tablet or computer while watching TV. Statisticbrain.com conducted a study on attention span and found that- nearly a fifth of viewers clicked out of a video in the first ten seconds for a 15-30 second video format.
2015 – Attention Span Rates on Advertisements
“Viewer Abandonment” is what New York Times calls when a user click out of the 10 seconds ads before it even begins. This is where the “Six-second ads” will benefit them as nobody wants to wait 30 seconds for an unskippable ad on their tiny smartphones.
Speaking about the adverts, YouTube’s Zach Lupei said “We like to think of YouTube Bumper ads as little haikus of video ads – and we’re excited to see what the creative community will do with them.”
These YouTube Bumper Ads are available at the beginning of May 2016 with the help of a Google sales rep and is sold through Google AdWords auction on a CPM biases.
Six Second Glimpse
YouTube collaborated with Atlantic records to launch English band Rudimental’s second album called We The Generation. The band unveiled their collaboration with Ed Sheeran using the newly launched video format. In our opinion, these six seconds can have better attention spans on advertisements as users wouldn’t mind going through simple six-second adv.
What are the other mediums that used Six Second ad format?
These “snackable” advertisement formats are not new to the digital ecosystem as Vine built a platform around six-second video posts and YouTube incorporated a “skip ad” option after five seconds (which eventually is annoying).
Although cord-cutting is on the rise, but young millennials are actually also consuming much of the content through digital video services provided by various media giants. In 2015, Multi Screen Media, the official broadcaster of IPL, sold initial 10-second match-time ad spots on television for Rs 4.75-5 lakh each and is expected to increase by 40 to 50 % in 2016.
So, what do you think about the new SIX SECONDS ads on YouTube? Do you think that this format should be added to desktop advertisements also? Tell us your views in the comments below and let us know what do you think about this mini advertisement format.
Being an artist, movie buff and a media enthusiast, content writing is my career train. I am a proud alumni of Symbiosis Institute of Media Communication (Pune) and currently working for Vidooly.