Why Brands and Agencies Are Preparing for the Era of 6-Second Ads

2018 is the turning point toward snackable spots

Let the upcoming fourth quarter be known as the incubator phase of the six-second video ad unit, a few industry players echoed in recent days. Next year, they say, it’s go time.

The format has built up buzz since Google threw its stake in the ground when the best examples of its six-second hackathon were highlighted at Sundance in January. Then in June, Fox announced it was on board with six-second video ads. And, at the end of last month, Facebook revealed it was going to work on its six-second ad game during its second-quarter earnings call.

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