Pleasing television viewers while meeting advertiser goals is the constant balancing act facing ad-supported content providers. With this in mind, Fox Networks Group recently embraced YouTube\u2019s six-second ad format as it continues to experiment with limited-ad offerings and enhanced audience targeting.<\/p>\n
\u201cOur biggest form of competition in human attention in the entertainment television space is ad-free viewing environments versus ad-supported viewing environments,\u201d says Noah Levine, Senior Vice President of Advertising Data and Technology Solutions for Fox Networks Group.<\/p>\n
Fox aspires not only to preserve TV as an ad-supported medium but also to \u201cenhance its market messaging, its brand safety, its effectiveness and the quality of ad recall,\u201d Levine says in this interview with Beet.TV.<\/p>\n
Fox used the occasion of the Cannes Lions Festival of Creativity to lend its weight to the six-second ad format that YouTube launched last year, as Advertising Age reports<\/a>. Fox\u2019s six-second ads will be shown to viewers across its digital and on-demand properties, where they will be unskippable, along with linear TV.<\/p>\n The rationale behind supporting six-second ads is that if agencies and advertisers are embracing a format that reduces the amount of time people are obligated to spend watching commercials while supporting advertisers\u2019 goals, \u201cThat\u2019s something that we\u2019re absolutely willing to embrace and experiment with,\u201d Levine<\/a> adds.<\/p>\n