The Fox Networks Group will begin using unskippable six-second ads similar to the format currently used by YouTube.
According to Variety, the ads will first begin showing up on Fox’s streaming apps and then eventually on linear TV. Fox says it’s the first time a broadcaster has picked up this ad format.
YouTube last year announced its six-second bumper ads as a way to build incremental reach and frequency on mobile devices in particular. YouTube’s six-second ads are sold through AdWords auction on a CPM basis.
“In early tests, Bumpers drove strong lift in upper funnel metrics like recall, awareness and consideration. We also see that Bumpers work well to drive incremental reach and frequency when paired with a TrueView campaign,” wrote YouTube in a blog post.
Earlier this year, YouTube offered an update on the performance of the new format, saying that in 70% of cases, bumper ads offered a “significant” lift in awareness for brands advertising in the spots. YouTube defined that “significant” lift as about 9%.
While Fox may be the first broadcaster to begin experimenting with shorter ads, plenty of other programmers have been busy tinkering with ad break structures and other aspects as a means of driving engagement. Last year, Turner Networks entertainment chief Kevin Reilly said reducing ad loads on TNT shows has caused an uptick in viewership.
Earlier this year, Turner CEO John Martin said ad-supported TV won’t remain sustainable unless the current widely used ad break structure is overhauled.
Speaking with Bloomberg, Martin said that Turner’s research indicates that by making ads more contextual and by reducing the number of ads, viewer recall of the ads goes up 10%.
“So you have higher ratings, higher recall. We are reducing the commercial ad loads on a number of original programs, and are making up for it by making the advertising better and more contextually relevant. It’s like 12 months of Super Bowl ads,” Martin said.