Media agency network Publicis Media has unveiled a new product that focuses on concise, compelling brand stories to cater for decreasing consumer attention spans.

The ‘6 Second Video’ proprietary product will be available across all platforms in Australia and New Zealand, including Facebook, Google and Publicis Media Precision.

Publicis Media’s head of content for Australia and New Zealand, Patrick Whitnall, said: “We believe that 2018 will be the turning point towards more snackable, bite-sized video content, and while many media owners are championing short form video, few are creating for it.

“6 Second Video will specialise in creating and repurposing short-form video to help our clients drive brand equity and conversion.

“Short-form video that features a laser-focused, concise story, can play a unique role in both brand creative and effectiveness.

“Our new product will establish a consumer connection earlier using our greater understanding of production approaches – such as live action, motion design or cinemagraphs – to make optimal use of the six-second timeframe.

“We will also specifically design video for mobile first, which achieves greater click-throughs and engagement.”

Facebook’s managing director for Australia and New Zealand, William Easton, said: “As mobile devices become an ever-increasing part of people’s everyday lives, it’s never been more important for brands to understand how viewing habits and behaviours are changing.

“There is a real art to storytelling on mobile, driven by the content people choose to watch, the way they engage and the actions they take.

“We couldn’t be more excited to be working with Publicis Media on their mobil- first initiative which will deliver some excellent best practices across the industry.’’

6 Second Video will work closely with Publicis Media’s agencies – Starcom, Zenith, Spark Foundry, Blue 449 and Performics – to help clients create and execute creatively dynamic and effective short-form video.

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