“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video.

Today’s column is written by John Roland, CEO at Extreme Reach.

Fox Sports recently introduced six-second TV ad spots during live sporting events with plans to sell them throughout the NFL season. While TV has long been dominated by the standard palette of 15-, 30- and 60-second spots, this embrace of the social media-born six-second ad marks a natural evolution for the medium. It’s also yet another sign of the convergence of the TV and video advertising worlds.

Around this time last year, I wrote that 15- and 30-second spots were here to stay. My point was that the standard linear TV formats that have proven to be the scalable workhorses of brand marketing would continue to be just that for a long time. By the end of football season, I think we’ll have a good idea whether the six-second ad is likely to experience a similar longevity.

See more at: adexchanger.com

Categories: video

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