Science & Technology

Brands Shift Focus On 6-Second Ad To Promote Products On Digital Platforms

न्यूज़ वर्ल्ड इंडिया | 0
| August 21 , 2017 , 17:23 IST

Food chain KFC India has recently rolled out a campaign to promote its Triple Treat combo priced at Rs 499. This ad is an innovation in the digital advertisement world. The food chain, which has bases across the globe, released six-second long ad on YouTube to promote its brand new dish.

Unlike the standard minute log television ad or a minute-long digital film this format is new and this six-second long video ads on digital platforms cannot be skipped. Since these ads are short and deliver a single message, they tend to do well, especially on a mobile screen. Now, brands are increasingly looking at this format to reach out to the mobile phone users on YouTube, Facebook and Twitter. 

“Six-second ads work brilliantly for a brand like ours that largely caters to millennials, from a ‘share-ability’ and virality point of view,” said Lluís Ruiz Ribot, chief marketing officer, KFC India. The short format ads, Ribot added, tend to have a lowc-ost per view; the average completion rate is higher and the engagement rates are better.

Alongside KFC, automobile brand Nissan Motors India also relied on the six-second long ad on YouTube and Twitter to engage with the Smartphone users during the ICC Champions Trophy earlier this year.

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“The ICC Champions Trophy 2017 became a huge success for us with a record viewership. With the creative and engaging six-second video ad format by Nissan during the tournament managed to maximize its reach like never before. The short video ad format has also resulted in higher views for our commercials during the tournament,” said Arun Malhotra, managing director, Nissan India.

This innovative ad format is increasingly popular among the brands as affordable data is driving consumers' interest on the mobile.

More recently, brands like Air Asia, Kitkat, online grocery platform Grofers and ICICI Bank have witnessed increases of interest on their products as they used six-second long campaigns which help them to create awareness, top-of-mind recall and promote offers.

The cost of production of this kind of ad ranges between Rs 20,000 and Rs 5,00,000, which is lower than a digital or television campaign.