×

Fox Adopts Six-Second Ad Format, Following YouTube’s Example

Fox Networks Group is adopting the six-second, “unskippable” ad, following in YouTube’s footsteps as it tries to cater to its growing number of online viewers.

FNG announced the move at the Cannes Lions conference, alongside executives from YouTube, which instituted the six-second ad format last year. FNG’s first such ads will debut on its streaming services and then eventually on linear television, the company said.

“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,” said David Levy, FNG’s executive vice president of non-linear revenue. “We’re excited to deploy this new format.”

FNG said that it was the first time a television broadcaster had adopted the new ad format.

Advertisers and digital platforms have struggled to come up with ways to keep viewers’ eyeballs on ads as attention spans shorten and more and more people watch videos on their mobile devices. YouTube says that an ad lasting six seconds hits the sweet spot.

“Since we piloted this format last fall, we’ve seen on YouTube that six seconds is both long enough and short enough,” said Tara Walpert Levy, vice president of agency and media solutions at YouTube and its parent company, Google. “It’s great for on-the-go users who appreciate the succinct message, for creatives who appreciate the constraint, and for brands who value the consistent results.”

More Digital

  • Facebook

    Facebook Invests Additional $100 Million to Support News Industry During Coronavirus

    Social media giant Facebook is investing $100 million to support local news organizations during the coronavirus pandemic, in addition to its previous commitment to spend $300 million over a three-year period. Around $25 million of the new package will be emergency grant funding for local news via the Facebook Journalism Project. A further $75 million is [...]

  • Tiger King

    'Tiger King' Ranks as TV's Most Popular Show Right Now, According to Rotten Tomatoes

    Netflix has a tiger tale that has punched into the zeitgeist with “Tiger King,” stocked with a cast of real-life bizarre personalities and sinister plot twists. “Tiger Tale,” a true-crime-style docuseries that debuted March 20 on Netflix, ranks as the most popular current TV show, according to Rotten Tomatoes. It has a 97% critic’s rating [...]

  • Alex Jones

    Google Removes Infowars Android App From Online Store Over Coronavirus Misinformation

    Google on Friday removed the Android version of the Infowars app from the Google Play online store, after comments made by Infowars founder Alex Jones about the COVID-19 pandemic were deemed false and harmful. Google Play was that last major internet platform that provided an outlet for Infowars, which trades in right-wing conspiracy theories and [...]

  • Van Weezer

    Weezer Debuts Online Video Game as Throwback to Simpler Times -- And Album Promo

    Eight-bit diehards, get your thumbs ready: pop rock darlings Weezer have launched a nostalgia-heavy online side-scrolling action game, playable via web browsers.  The “The End of the Game” game has users playing as one of the band’s four members and jumping and shooting their way in a (surprisingly difficult) boss fight against an oversized, beanie-clad [...]

  • Google-Mountain-View-Calif

    Google Commits $800 Million, Mostly in Ad Credits, to Coronavirus Relief Efforts

    Google and parent Alphabet are pitching in to help small businesses, health organizations and governments dealing with the COVID-19 pandemic. The internet company has earmarked more than $800 million for coronavirus relief, about three-fourths of which ($610 million) is in the form of Google Ad credits to small and midsize businesses and governmental orgs, Alphabet [...]

More From Our Brands

Access exclusive content