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State of the Screens

L’Oreal is changing its ads because you have no attention span

By May 7, 2018No Comments

6-second ads are emerging as the de facto standard for the post 30-second world.

L’Oreal and Google announced a new partnership called “Media Bets” that will combine resources (staff, etc.) to further develop shorter ads.

L’Oreal is also considering 10-second ads for broadcast/cable TV.

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.