6 second ads are totally attractive as a result of they hit marketer’s #1 KPI: they’re seen. Unlike other formats, 6 second ads can’t be skipped, supplying 100 % viewability. Advertisers are already flocking to this new format, and with the persisted explosive growth of mobile, 6 second ads are likely to become ubiquitous. Looking ahead, US mobile ad spend is expected to outperform all traditional media ad spend combined by 2020, and reach $25 billion in 2022— all driven by video spending. Of these ad dollars, 9 out of every 10 dollars spent on mobile video ads will be transacted programmatically.
This bodes well for short form video.