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6-second Video Ads: Delivering Key Messages & Driving Results

Apurva Pathak | July 8, 2022 | 539 views | Read Time : 08 min

6-second Video Ads
Mobile media usage in the US will reach 4 hours 29 minutes per day in 2022, according to Statista. In a mobile-first world, advertisers are understanding and adapting to the changing habits of your target demographic. They are switching to using 6-second video ads to address the decreasing individual ad session times.

Let us look at how 6-second ads are changing the game:
  • 6-second ads increased ad recall by 11%, ROI by 12%, and video completion rate by 271% (Adaptly Campaign)
  • There was an incremental lift across several key metrics, such as conversion rate, average purchase value, and click-through rate (Adaptly Campaign)
  • 6-second ads quickly communicate the message and grab people’s attention
  • They allow break-through with meaningful placements and influence buying decisions

Netmarble’s Lineage2 Revolution Video Ad Campaign Broke Records

Netmarble enlisted the assistance of Wisebirds, a Facebook Marketing Partner, to promote and drive downloads for its new mobile game. Wisebirds ran a test with 6-second, 15-second, and 30-second ads for a mobile ad campaign. The 6-second ad performed the best. Netmarble’s video ad campaign for the Lineage2 Revolution game broke records as the massively multiplayer online role-playing game with the most downloads in the App Store and Google Play in five Southeast Asian countries. The campaign highlighted the importance of delivering short, impactful messages to drive results efficiently and at a lower cost.

“In terms of branding, 6 second videos showed the best performance in all branding effectiveness measurements. We found that exposing short videos repeatedly and leaving a strong impression on the audience produced an unforgettable branding message.” – Dong Gyeong Kim, Senior Campaign Manager, Wisebirds

“In terms of branding, 6 second videos showed the best performance in all branding effectiveness measurements. We found that exposing short videos repeatedly and leaving a strong impression on the audience produced an unforgettable branding message.” – Dong Gyeong Kim, Senior Campaign Manager, Wisebirds

Tips to Create an Impressive 6-second Video Ad

  • Keep your ad narrative short. Create a solid punch line and figure out how to express it with the tools at hand.
  • Don’t treat the time constraint as a hindrance but as a creative challenge to deliver a great customer experience.
  • Ensure that your ad transformations are effective.
  • Keep your ad simple, relatable, and visually appealing and make all the elements work together.

Put 6-second Video Ads to the Test and Learn

Advertisers like you must experiment and learn how to capture viewers' attention quickly and deliver memorable key messages using 6-second video ads. Shorter video ads could be a great solution to address the dip in individual ad view session times and the viewers’ lowered attention spans.

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