Get ‘em or they’re gone in 6 seconds - The new challenge of storytelling on Youtube
by Hansa Wongsiripitack
Many people in ad land have been able to linger in their old-school comfort zone in the digital world thanks to the 30-second unskippable ad. You could pretty much just copy and paste exact the same TV commercial to a digital platform and... TA-DA! Your campaign is now digital.
However, the reality is that consumers are much smarter than that. They just click away and go somewhere else. It’s an inconvenient truth that the YouTube team knows well. To improve the user experience, especially on mobile, they have announced they will be removing 30-second unskippable format from YouTube at the end of 2017.
The 6-second video ad format poses fresh challenges to creatives who try to adapt traditional forms of storytelling into bite-size videos.
In a SXSW panel titled "From Six Words to Six Seconds: How the New Age of Storytelling and Innovation Intersect”, Ben Jones, Creative Director at Google, noted that brands who act like content creators are the ones to watch on the platform.
Ahead of the official launch date, Youtube challenged advertising agencies - including J.Walter Thompson - to retell a classic piece of literature a 6-second video, and showcased the work at SXSW.
Jennifer Usdan McBride, Director of Digital at J. Walter Thompson New York, which created a 6-second video of “On the Origin of Species” told Ad Age about the experience, explaining that has to carve out inefficiencies on the production side. The team pulled it off by working purely in-house on a tight time frame with a really tight team. “ That's how we model everything now,” she said. “No more of this big hulking team of 50 people. That's dead." Check out the film here.
With just 6 seconds to draw viewers into our content, agencies need to change their entire approach, from the creative through to the production. It’s a journey we’re already on, as we evolve our people and offering to become more digital, more agile and more nimble. What I saw at SXSW excites me. Bring those six seconds on!
Hansa Wongsiripitack is JWT’s SEA Head of Digital, based on Bangkok
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