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The Six-Second Ad: Here To Stay Or Gone In The Blink Of An Eye?

Last year YouTube unveiled the 6-second mobile ad, described by YouTube as “little haikus of video ads.”  Shortening attention spans, the consumption of media on handheld devices, and an expectation for content-on-demand has brought us here.  While brevity points to the future of advertising, it’s fair to ask whether six seconds is enough time for truly meaningful content, or just enough time for entertaining content.  It seems that more and more, media companies are betting on both, or at least the probability that advertisers and consumers will see it that way.

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