‘Can brands tell a story in six seconds? YouTube hopes so’ – EConsultancy
Patricio Robles says, “YouTube is removing 30-second unskippable ads and in their place it will push a six-second format it calls Bumper ads.
Introduced last April, YouTube calls Bumper ads “little haikus of video ads” and says that they “are ideal for driving incremental reach and frequency, especially on mobile, where ‘snackable videos’ perform well.”
But can brands really do a whole lot in just six seconds? In an effort to prove that they can, the Google-owned company recently asked some agencies to turn a number of famous books, including Romeo and Juliet and Bram Stoker’s Dracula, into six-second videos. Sadie Thoma, YouTube’s head of creative agency development, said the goal was “to tell the essence of a longer story in a short form.”
Agencies that participated in the YouTube challenge included WPP’s J. Walter Thompson, Wieden & Kennedy and Interpublic’s Deutsch”.
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