Publicis Media catering for dwindling attention spans with new video product

The 6 Second Video proprietary product will be available across all platforms in ANZ.

Publicis has launched 6 Second Video, a new product that focuses on concise stories to cater for consumers with decreasing attention spans.

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

According to a Cisco study, the consumption of video is growing rapidly 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.

Publicis Media ANZ head of content Patrick Whitnall said, “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.

Publicis Media ANZ head of content Patrick Whitnall

“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.”

The six-second videos can be 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 nine out of 10 short videos drove ad recall, while 61% lifted brand awareness.

Publicis will be working with Facebook Australia and New Zealand on the mobile-first initiative.

Facebook ANZ managing director William Easton said: “As mobile devices become an ever increasing part of people’s everyday 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 its mobile-first initiative, which will deliver some excellent best practices across the industry.’’

SEE MORE: Facebook’s first ANZ news lead Andrew Hunter talks concerns, tools and ACCC inquiry

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.

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