The Six-Second Ad Finds A Fan In Fox


Nineteen years ago, “seven-minute abs” was a much laughed-at idea shared in the cinematic classic There’s Something About Mary. Today, no one is laughing at the growing support of six-second ads—nonskippable video opportunities for brands that will eventually be deployed on linear television.

Alphabet-owned YouTube was the first to adopt the :06. Now, Fox Networks Group is joining YouTube in adopting the :06 format.

Fox revealed that it is adopting the ad format today (6/20) in a joint appearance with YouTube at the Cannes Lions International Festival of Creativity in Cannes, France.

The ads will be deployed first across Fox’s digital, on-demand properties. Then, they’ll debut on linear television.

The decision by Fox is historic, as it marks the first time that a broadcast TV company has committed to the ad format.

In Fox’s view, “the six-second format strikes a balance between appreciable brand lift and optimal user experience as more consumers than ever watch premium video content on the go.”

Fox will be building the ads internally and billing them by viewable impression as determined by Moat.

“One of our biggest priorities at Fox Networks Group is figuring out the best way for a brand to reach a consumer that captures the right kind of attention and serves its precise KPIs,” said David Levy, EVP/Nonlinear Revenue at Fox Networks Group. “We’re excited to deploy this new format, which will be a welcome addition to our Advanced Ad Products portfolio.”

Fox Networks Group says it is working to improve the viewer experience of watching television across all platforms through reduced ad loads, innovative technology and data.

The new six-second ad format complements FNG’s growing suite of advanced ad products, including Open A.P. and UP//LIFT, which leverage industry-leading ad innovation to drive the highest results for brands.

Tara Walpert Levy, VP/Agency and Media Solutions and Google & YouTube, commented, “We are excited to see Fox embracing six seconds as a valuable ad format for a cross-device world. Since we piloted this format last fall, we’ve seen on YouTube that six seconds is both long enough and short enough – it’s great for on-the-go users who appreciate the succinct message, for creatives who appreciate the constraint, and for brands who value the consistent results.”