Unskippable Youtube Ad – I dare you to skip it.In Commercial, Marketing
Everybody skips the ads on youtube. You do it, I do it, my 3 year old daughter does it. In fact, over 94% of viewers skip the ad as soon as the “skip ad” button appears. Until now, marketers have just hoped that their boring TV spots would be interesting enough to keep people from skipping ads.
Here’s the part we’re all missing: You can’t apply old methodologies to new technology. It doesn’t work. It makes no sense, and yet every time we have a new ad platform (Facebook, Twitter, Google Adwords) we try to do the same old crap and hope that it will somehow fly on a new platform with different viewers and different intent.
Now, that’s not to say that everybody is getting it wrong.
Nail Communications out of Providence, RI is doing it right.
Check out their unskippable Youtube ad. It’s freaking genius. It’s content crafted for the people they want to view it, and FOR the platform it’s being watched on.
Could we do the same with TV? Could this ad be a TV spot? Nope, is there still a chance to play around, do something cool and turn TV upside down? Yep. But that’s another post.
The beauty in this ad is that it’s a fun ad created for the Youtube platform and it calls out the behavior we all have and says, “wait, I know you want to skip but better not.”
I hope you enjoy it as much as I do.
And to all the whiners out there that might be hating on them joking about harming a puppy, lets save the conversation and skip to the end: It’s a joke, save your self indulgent keystrokes for another post.