The Challenge: Create an effective 5 second ad.. Go!
We all know that with YouTube, comes the ad before you watch that ‘quick’ video that you searched up. Its avoidable on the computer by installing ad blocker but the smart phone and tablet devices still fall victim to waiting for the countdown to press the ‘skip ad’ button.
Most companies resort to posting the same content to their YouTube ads that they do on TV which is a HUGE oversight on their behalf. Digital content isn’t like the traditional mediums of television, print and radio, all platforms are to be approached differently, so it can be seen as careless, lazy and/or poor marketing when a company is seen branded in the same way on the TV as they are in the digital space (specifically YouTube).
It is those brands that respond to the different climate of digital who create the most effective work. Brands must know how to work with the space they have and the audience that they are presenting to.
The Average Persons Mind State When Watching A Compulsory YouTube Ad:
- “Really another one?”
- “only three more seconds”
- “longest 5 seconds of my life”
- “You’re forcing me to watch the whole thing?!”
*unofficial test studies
Agencies and companies must address these schema’s associated with YouTube advertisements and turn their content into engaging and watchable content by creating an effective 5 Second Ad, one of the best examples of this form of online advertising is below, targeting environmental awareness:
The companies that regurgitate the same content across all mediums will find low success and effectiveness. The lack of understanding can lead to a negative view of the brand they are establishing as the millions of dollars spent on advertising could be sending them backwards rather than forwards as a result of carelessness and ignorance.
leave a comment on your favourite five second video or a campaign you’ve found and your thoughts on if the five second method is effective
Below are other successful and engaging ‘Skip Ad’ campaigns: