We’ve all watch a YouTube video at least once in our live, and we’ve all skipped those darn ads. According to YouTube, more than 1 billion unique users visit YouTube each month and over 6 billion hours of video are watched each month on YouTube.
According to a research study, over 94% of those preroll YouTube ads get skipped the very millisecond the ability to skip appears on scree. Ad agency Nail wanted to try an experiment and create an unskippable ad. How? By telling the user that they have a chance to save a puppy from electrocution.
Here is Nail’s blurb about the dog video:
As marketers, it’s time we change the way we do YouTube preroll.
The current model seems to be to simply throw your TV commercial in front of any video a loosely defined demographic happens to be watching.
What a missed opportunity. The skip rates are unbelievable (94 percent is a generous estimate). And when there is no skip button, you can practically feel the resentment oozing through the Internet. Hardly the temperament most brands want to inspire from their customers, right?
Yes, content is king. But here, context is also king. (A gay royal couple if you will.)
Think about what we know at that moment: we know what they’re going to watch, we know what they just Googled, we know where they are, we know what device they are watching on, heck, we know they can skip the ad. All of this information is an opportunity to customize a message that respects the viewer and the platform.
We need to stop repurposing content designed for other channels and start taking advantage of the amazing abilities YouTube is throwing at us.
It’s like we’re NASA and we’re only using the Hubble Telescope to look at our neighbor’s boobs.
YouTube ads should be designed for YouTube. They should use the tools and features given to us and interact with the user and the platform in a way that can’t be rivaled. They should be self-aware. They should talk to one person at a time.
What the heck are we talking about, you ask?
OK, here’s an example. We wanted to raise awareness and money for an organization near and dear to us: the ASPCA. We had virtually no money but had given ourselves a serious challenge: can we make a skippable YouTube that virtually no one skips?
Did we do it? You tell us.
[ Via Adweek ]