A new ad format that’s described as “both long enough and short enough” gained traction with the announcement today that the Fox Networks Group is joining with YouTube in adoping the Six Second Ad format.

The companies announced the move in a joint appearance at the Cannes Lions International Festival of Creativity.

The non-skippable video ads will initially appear across Fox Networks Group’s digital platforms, where they join a suite of advanced advertising products targeting multiple platforms. The company said the ads will eventually be used on linear television.

“This is the first time that a broadcast television company has committed to the ad format, which YouTube introduced last year,” FNG said in today’s announcement. “The six-second format strikes a balance between appreciable brand lift and optimal user experience as more consumers than ever watch premium video content on-the-go. FNG will be building the ads internally and billing them by viewable impression as determined by Moat.”

David Levy, executive vice president of nonlinear revenue for Fox Networks Group, commented in the announcement: “One of our biggest priorities at Fox Networks Group is figuring out the best way for a brand to reach a consumer that captures the right kind of attention and serves its precise KPIs. We’re excited to deploy this new format, which will be a welcome addition to our Advanced Ad Products portfolio.”

“FNG is working to improve the viewer experience of watching television across all platforms through reduced ad loads, innovative technology and data,” the announcement notes. “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 innovation to drive the highest results for brands.”

Tara Walpert Levy, vice president of agency and media solutions for Google and YouTube, added: “We are excited to see Fox embracing six seconds as a valuable ad format for a cross-device world. Since we piloted this format last fall, we’ve seen on YouTube that six seconds is both long enough and short enough — it’s great for on-the-go users who appreciate the succinct message, for creatives who appreciate the constraint, and for brands who value the consistent results.”