The internet’s most(ly) bearable video ad format is coming to your television.
Fox announced today at the Cannes Lion International Festival of Creativity it will soon start running six-second ads similar to those on YouTube for its online services and television channels. This marks the first time a television network is using the ad format pioneered by Google’s video platform.
The two companies said the short duration of those ads strikes the right balance between conveying a message and keeping a user’s attention. Finding the right package for online video ads has become a priority for broadcast companies given the increasing number of users watching programs on their mobile devices.
The Fox Network Group said it would start to reduce ads and increase the amount of data it processes to improve the viewing experience on its platforms.
“One of our biggest priorities at Fox Networks Group is figuring out the best way for a brand to reach a consumer that captures the right kind of attention and serves its precise KPIs,” said David Levy, executive vice president of non-linear revenue at Fox Networks Group, according to Adweek. “We’re excited to deploy this new format, which will be a welcome addition to our Advanced Ad Products portfolio.”
YouTube was the first to use six-second “bumper” advertisements to cater to its growing mobile audience.
“Bumper ads are ideal for driving incremental reach and frequency, especially on mobile, where snackable videos perform well,” according to a Google blog post.
Google said its bumper ads work best when mixed with other formats, like longer-form ads with a five-second skip feature. Fox will use the similar approach by integrating its new ad form with its traditional 30-second clips.
Here is an example of the Vine-like “bumper” ads:
