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The ads of the future will be only 6 seconds long

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Six-second ads are becoming more popular with agencies and brands as they experiment with ways to effectively target millennials and Gen-Z consumers.

Published   |  Photo by Reuters/Stringer
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Google is credited with driving the the 6-second format, which YouTube calls “bumper ads.”The best examples of its six-second hackathon were highlighted at Sundance in January.

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The format is catching on fast: Fox announced it would air short-form spots in June, Facebook revealed it would experiment with six-second ads in July, even Michelin started airing micro-ads on YouTube.

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“You can really get to a level of poignance and a level of human connection that you cannot get to even in a 15-second spot,” a member of Instagram’s creative department told AdWeek.

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A recent study Google commissioned on its bumper ads found that nine out of 10 of them drove ad recall, and 61% lifted brand awareness.

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