6-second ads have become commonplace on the internet and in social media over the last year. In fact, it’s difficult to find any video without one of those ads preceding it. For companies looking to incorporate 6-second videos into their marketing strategy, Google’s global creative director recently listed 4 storytelling principles that are found throughout the most successful 6-second bumper ads.
“Push” or “pull” content makes a big difference.
Google recently conducted a test of YouTube pre-roll video length to measure the ad recall and brand favorability of three different length videos (0:15, 0:30 and 2:17). But both the study and AdWeek’s coverage of it failed to note one very important distinction when determining the most effective length for online video—whether the content was “pushed” or “pulled”.