"In 2016 Google launched YouTube's 6-second bumper ads, this form has spread to short burst video advertising forms on Facebook, Instagram, Pinterest and Twitter. A good part of your day is probably taken up scrolling, swiping and every now and then hovering over something that caught your attention. As you know, competing in this crowded content backdrop is tough, so we are working with our clients to make sure they are memorable within seconds or even milliseconds."
"YES. Although advertising is dominated by these new video 'stings' as we like to call them, there is still a place for video content marketing. When a client aims to inform a specific target audience about a longer topic of service, video is still a great way to get your message across. Make it worth someone's time if you're taking up 3 or 4 minutes, really concentrate on valuable advice and knowledge for long-form video."
Digital content evolved from text to photos and now centers on video, increasingly favoring very short bursts that capture attention in seconds. Social media functions as a primary distribution touchpoint for video, requiring platform-specific optimization to maximize impact and budget. The 6-second bumper ad format pioneered on YouTube has spread across major social platforms, encouraging fast, memorable creative. Long-form video remains valuable when conveying detailed information to targeted audiences, provided it offers substantive advice and knowledge. Content planning should anticipate multiple platform uses, repurposing assets to be campaign-proof and designed for potential social advertising from concept onward.
Read at Thedrum
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