So far, Old Spice, Snickers and Under Armour have rolled out ads of that length. In 2018, we can expect to see a lot more six-second ads for all categories.
What About Car Companies?
By and large, marketers in this category have been slow to embrace the format, though Mercedes-Benz is one notable exception, with an ad that shows how fast 3.8 seconds (the time it takes for the AMG GT S to hit 60 mph) goes. There are a number of factors that make the six-second format a good choice for automakers though.
Here are six reasons why automotive advertisers should consider going short:
Short-format advertising acknowledges that video is a powerful tool, but that on mobile especially, 30 seconds can seem like an eternity.
Bumper ads solve this problem. At first blush, such ads might not seem like a fit for a considered purchase like an automobile, but if you look at both the ways that people buy cars in 2017 and the way they consume media, then all roads lead to six-second ads.
Edited from article written by Connor McCourt, Industry Manager, GlassView