You Can’t Skip This – Unskippable Youtube AdvertisingIn Commercial, Marketing
Remember the Ad?
Remember the unskippable Youtube ad I wrote about last year? If you need a memory refresher, you can find it here: Unskippable Youtube Ad.
This ad was an amazing attempt at making something so interesting that people won’t skip it, while at the same time addressing the fact that 97 percent of us hover over the area of the video where “Skip This Ad” will appear. The fact is, full viewership of YouTube pre-roll ads is absolutely abysmal.
So, How do you increase your ad views?
Something I’ve been talking about quite a bit since the ads since the Youtube preroll ad platform was launched, is that if you’re going to run you to preroll, you need to approach in a way that front loads your video with something so interesting or unique in the first 5 seconds that people won’t want to skip it.
Gone are the days of blasting out a general message with a jingle and hoping that it will work. In case you’ve been asleep for the past five years, the numbers are in, it doesn’t work.
It especially doesn’t work to the YouTube audience in order to capture this audience, you’ve got to find a way to make something so unique that they won’t want to move away from it. And keep in mind, this is an audience that is not known for long attention spans or deep commitment to the content they are consuming.
So your video better be good, or they honestly don’t care. And when you dig deep down into your heart of hearts and detach yourself from your business or your involvement with the campaign you’re working on, you have to admit neither would you.
If your content isn’t interesting, nobody cares.
The reason you care is because we’re test to the project and so we think it’s better than actually is. So I urge you to detach yourself and ask, “If I saw this on Youtube, would I skip it?”
You’d be surprised at how often the answer is yes.
You Can’t Skip This – Youtube Ads Done AWESOME
GEICO’s new ads have done all of the above amazingly, but they have gone a step further. They called out the fact that you’re going to skip the ad, and made it truly unskipable.
Their execution here is absolutely genius.
The beginning of the ad is so interesting that you find yourself watching the rest just to see what happens.
Further, they have front loaded the ad with their brand message within the first 5 seconds, so if you do decide to skip it, you know, the 15th time it’s come up on your screen, you’ve already seen the entire ad by the time you hit skip!
You got the message, their job is done.
The beauty of this from an advertiser’s perspective is that if a viewer skips a YouTube ad there is no cost to the advertiser. So if your message is out there in the first 5 seconds of the ad and every person in the world skipped it, you don’t pay a dime. You just found free advertising.
What To Do
If your YouTube preroll advertising is going to be successful, you need to do what they’ve done. Maybe not in the exact same way, but take a note from Geico’s agency.
Make your ad is supremely interesting in the first 5 seconds, and if possible, get your message out there at the beginning.
If you can only do one of these, I would lean toward making it interesting rather than blasting a message just to say you did it. But that’s just me… And probably every other YouTube viewer in the world.
I love these ads, I’m certain you will too, and a tip of the hat goes to the geniuses at The Martin Agency who made them.
Now go out and Do Good Work