YouTube video advertisers have less than five seconds to convince viewers their ad is worth watching to the end. Many viewers decide to skip the ad - 94% in fact. More than half of viewers are on mobile which means videos need to be short and focus on recall. Especially given that YouTube is scrapping 30-second videos and offering only shorter 20, 15 and 6-second video options. The later 6-second bumper ads are becoming increasing popular.
To hold viewer attention, many advertisers are evolving content to fit YouTube by using more creativity, different formats and interactive components to engage viewers. What’s your take on pre-roll ads?
YouTube Pre-Roll is changing marketers’ approach to video advertising
You’ve encountered them… those show-stopping pre-roll video ads on YouTube. Most viewers lack the patience and interest to continue watching them to the end. Capturing and keeping the attention of viewers is demanding advertisers be more creative. Simply loading up a current 30-second TV commercial is not enough. The video has to be eye-catching as well as relevant.
Keep messages simple and entertaining.
Many advertisers waste valuable time screaming “don’t skip” while cramming in a smorgasbord of rapid fire messages praying one of them resonates with viewers. Those tactics are inherently ineffective. Data shows that making messages interactive can capture viewer attention. For example, one advertiser challenged viewers to a staring contest offering winners a prize. Others posted totally unrelated but irresistibly entertaining video content like cute animal videos while quickly selling their products or service... not a good idea. Here is an example :
Find a fitting format.
Altering the format of pre-roll can help effectiveness also… shorter pre-roll ads for mobile, longer pre-roll ads for desktop viewers with more time. Advertisers should also avoid having a pre-roll ad longer than the video clip people are trying to watch.
Use an engaging call to action
A strong call-to-action makes video ads more effective. Instead of a hyperlink to your brand’s website… continuing the visual experience can help. For example, a virtual reality experience that allows viewers to interact with your product, like being able to change product styles and colors or letting viewers select alternate commercial storylines and endings.
Make sure your ad is relevant
Relevancy of your ad matters. Simply attaching your ad to a popular but unrelated video is a crap shoot. The chances of your unrelated content connecting with viewers interests is slim. Placing ads with videos that relate to your product, exponentially increase your chances of engagement. For example, placing an ad for a dance studio with a video of a dancing dog.
