Press Release

CyberAgent Launches Creative Subsidiary “6 seconds planning, Inc.” to Design and Produce Ultra-short Online Video Ads

Maximizing ad effectiveness by pursuing impactful messages in 6-second video ads


CyberAgent Inc. (Head office: Shibuya-ku, Tokyo; President: Susumu Fujita; TSE: 4751) announces the establishment of 6 seconds planning, Inc. (Head office: Shibuya-ku, Tokyo; President: Kota Ninomiya) on June 3, 2019 as a subsidiary that will specialize in the design and production of ultra-short online video ads.

With the rapid growth of the online video advertising market *1, the format of video ads today is growing more diversified. This has led to an increasing need for the design and production of video ads specifically tailored to the viewing behavior of users and characteristics of the devices and media targeted by the video. Beginning with "bumper ads," the 6-second video ad format delivered on YouTube, the use of ultra-short videos aimed at achieving brand lift for the advertising company via a succinct and memorable message is attracting major attention.

Unlike the 15- and 30-second format of TV commercials, the creative talent behind ultra-short online video ads need to innovate ways to communicate a succinct, memorable message with impactful expressivity in just 6 seconds. Unfortunately, in many cases these ultra-short videos are currently made using edits from an existing 15 or 30 second video, however, this newly-launched company will strive to solve issues and improve the effectiveness of corporate marketing activities by establishing a system able to handle the entire process from direction to shooting, design and editing, and maximize ad effectiveness by pursuing the realization of “impactful messages in 6-second video ads.”

*1: The online video ad market is expected to reach 290 billion yen by 2020 with 85% of demand from smartphone video advertising. By 2024, the market size is expected to reach 500 billion yen.
(Source: Market Research on Domestic Video Advertising in 2018)

About 6 seconds planning, Inc.

Name 6 seconds planning, Inc.
Address Shibuya Mark City West, 1–12–1 Dogenzaka, Shibuya-ku, Tokyo
Foundation June 3, 2019
Capital 50 million yen (including capital reserve)
Representative Kota Ninomiya, President & Representative Director
Business Design and production of online video ads