Publicis Media launches ‘6 Second Video’ to focus on short-form brand video content creation to counter decreasing consumer attention spans


Paddy-2018.jpgPublicis Media has announced the launch of 6 Second Video, a new product that focuses on concise, compelling brand stories to cater for decreasing consumer attention spans.


These 6-second videos can be effectively used to build frequency and repetition, while 15- and 30-second videos are used for reach and storytelling. A recent Google study on its bumper ads found that 9 out of 10 short videos drove ad recall, while 61% lifted brand awareness.


The 6 Second Video proprietary product will be available across all platforms in Australia and New Zealand, including Facebook, Google and Publicis Media Precision.


The consumption of video is growing exponentially and now sits at five hours and eight minutes watched daily, with consumer video traffic on the web predicted to reach 80% by next year*. The implication is that brands can be impacted simply by video length, with video views peaking on average at less than three seconds with an average viewing time of five seconds.


Measurement too, has changed and now quantifies a ‘viewing experience’ at three to five seconds, which is considered the industry benchmark for social media success.

Says Publicis Media ANZ Head of Content, Patrick Whitnall (pictured): “We believe that 2018 will be the turning point towards more snackable, bite sized video content and while many media owners are championing short form video, few are creating for it. 6 Second Video will specialise in creating and repurposing short form video to help our clients drive brand equity and conversion.


“Short form video, that features a laser-focused, concise story, can play a unique role in both brand creative and effectiveness. Our new product will establish a consumer connection earlier using our greater understanding of production approaches – such as live action, motion design or cinemagraphs – to make optimal use of the six-second timeframe. We will also specifically design video for mobile first, which achieves greater click-throughs and engagement.”


Says Facebook ANZ managing director, William Easton: “As mobile devices become an ever increasing part of people’s every day lives, it’s never been more important for brands to understand how viewing habits and behaviours are changing. There is a real art to storytelling on mobile, driven by the content people choose to watch, the way they engage and the actions they take. We couldn’t be more excited to be working with Publicis Media on their mobile first initiative which will deliver some excellent best practices across the industry.”


Whitnall leads the Content practice at Publicis Media that was built for the experience economy. It creates, crafts and curates content that delivers a valuable brand experience, with complete content stories that are audience-centric and platform-native. Content is optimised through more inspired use of data.


6 Second Video will work closely with Publicis Media’s agencies – Starcom, Zenith, Spark Foundry, Blue 449 and Performics – to help clients create and execute creatively dynamic and effective short-form video.


Sources: *Cisco study