Brooklyn

March 5-6, 2019

Brooklyn
Register Now Convince the Boss

Six Principles for Six-Second Advertising

More and more brands are beginning to run six-second ads but many questions remain as to how effective these shorter-form ads can be. Additionally, there has been very little consideration as to how these ads work in a forced, pre-roll exposure and the dynamic of top-down attention between an ad and video content. Both marketers and researchers alike are curious to know if there is a formula for success in this new medium as well as the role that context and congruence plays in this new landscape. To help answer these questions, Ameritest conducted a study of 15 cross-category six-second ads in a simulated mobile YouTube environment. From this analysis, we found six key principles of six-second ads that are integral to their performance and success – both on their own as well as in-context.

Presentation type:

  • Research Report

Subjects covered: 

  • Mobile research
  • Industry trends – future of marketing research
  • Social media research
  • New techniques – qualitative and quantitative

Takeaways:

  1. Congruence (tone/subject/audience) of brand message and video content can greatly affect six-second ad performance.
  2. Six-second ads play in a System 1 world and need to be measured accordingly.
  3. Visualizing brand assets to efficiently trigger the brand is vital in this new six-second landscape.

Speakers:

More sessions

See all sessions

Customer Experience – Case Studies in Science-based CX

Customer experience and patient journeys require a sound science base if they are to reflect the true experience and provide actionable results. Customer types should be narrowly defined to the [...]

Details

Millennial Parenting: The New Family Dynamic

Open Mind Strategy (OMS) surveys and speaks personally with thousands of consumers every year via deep-dive techniques, including DiscoverJournalsTM, GroupStormsTM and in-home immersion. OMS Youth IQ is a quarterly survey [...]

Details

Creating Added Value from NPS with Text Analytics

Learn how using text analytics to analyze an accompanying open-ended question adds value to your NPS score, making it more actionable, easier to follow up on and a real learning [...]

Details