LOS ANGELES: August 1, 2017 – Fox Networks Group (FNG) today announced it will launch the first ever six-second ads on broadcast television on TEEN CHOICE 2017, airing LIVE on August 13 (8:00 – 10:00 PM ET live/PT tape-delayed) on FOX. Duracell and Mars are among the first advertisers to be featured in these new video units, which will appear during the live broadcast of the show as well as in on-demand streams.
The six-second ad format, which was originally developed by YouTube and is now coming to broadcast for the first time, will run as part of shorter ad pods within the telecast that also includes six-second promos for FOX programming. Fox Networks Group is testing the six-second unit to gather insights into its role within a broader marketing mix that also includes traditional spots. TEEN CHOICE attracts a younger audience which is known to be driving new media consumption patterns and generally receptive to shorter ad formats. FNG will also reduce the overall number of commercial breaks in the telecast as part of a push to improve the viewer experience across all platforms and bring better attention and focus to brand messaging.
Suzanne Sullivan, Executive Vice President of Entertainment Sales at Fox Networks Group, said: “We’re excited to work with Duracell and other brands to boost the impact and awareness of their campaigns through a truly innovative mix of ad formats on FOX. While brands have been experimenting with 140 characters for quite some time, now we are introducing a way to do so with the sound, motion and full-screen experience of broadcast television.”
“At Mars Wrigley Confectionery, we look for unique ways to breakthrough to consumers and drive deeper engagement with both programming and our advertisements,” according to Ray Amati, Media Director. “Consumers, especially those that skew younger, demand shorter ad lengths and we see the Teen Choice Awards as a great way to showcase our SNICKERS® Brand and TWIX® Brand stories in shorter pods that may reduce channel surfing.”
Ramon Velutini, Vice President of Marketing at Duracell, said: “In a world where consumers are becoming more accustomed to shorter-form brand messages, we’re excited to explore the impact of six-second ads on TV with our partners at Fox Networks. At Duracell, we are always looking at innovative ways to tell our story of trust, and drive value in our media investments. We believe our ‘power packed’ six-second ads could play a bigger role in our creative asset mix in the near future.”
Spark Foundry worked with Fox and Duracell on the deal.
FNG is working to improve the viewer experience of watching television through reduced ad loads, innovative technology and data. The new six-second ad format complements FNG’s growing suite of advanced ad products, including Open A.P. and UP//LIFT, which leverage industry-leading ad innovations to drive the highest results for brands.
TEEN CHOICE 2017 celebrates this year’s top teen icons in television, music, film, sports, comedy, fashion and digital, and will feature performances by Louis Tomlinson and Clean Bandit, and appearances by Chris Pratt, Lucy Hale, Janel Parrish, Victoria Justice, Tyler Posey, the Dolan Twins, Yara Shahid, Husdon Yang and others.
About Fox Networks Group
Fox Networks Group (FNG) is a primary operating unit of 21st Century Fox (NASDAQ:FOXA). FNG consists of Fox Television Group, which includes Fox Broadcasting Company and 20th Century Fox Television; Fox Sports Media Group; Fox Cable Networks, which includes FX Networks and National Geographic Partners; and Fox Networks Group Europe, Asia and Latin America. Together these units create, program and distribute the world’s most popular entertainment, sports and nonfiction programming.
Fox Networks Group
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Fox Networks Group
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