Fox Joins YouTube In Endorsing 6-Second Ads

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Fox Networks Group said it will adopt the six-second ad format introduced by YouTube.

The non-skippable six-second commercials will first appear in programming on Fox’s digital and on-demand properties. Eventually they will also appear on linear television, the company said, marking the first time a broadcaster has endorsed the very short ad format.

Fox announced its plans to air the tiny spots during a joint appearance with YouTube at the Cannes Festival in France.

“One of our biggest priorities at Fox Networks Group is figuring out the best way for a brand to reach a consumer that captures the right kind of attention and serves its precise KPIs,” said David Levy, Executive Vice President of Nonlinear Revenue at Fox Networks Group. “We’re excited to deploy this new format, which will be a welcome addition to our Advanced Ad Products portfolio.”

Read more at B&C.

Jon Lafayette
Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.