Skippable video ads, where online viewers can click and skip an
ad if they choose, bring new creative challenges to brands.
Our Millward Brown's 2015 AdReaction study: Video Creative in a
Digital World looks to understand how people with a TV and either a
smartphone or a tablet, aged between 16-45 years old, consume video
content. Part of the study focused on video ads and discovered that
brands need to consider digital early in the creative process to
avoid being skipped.
Here are Millward Brown's top tips:
Humour is the main way to prevent skipping ads; it was the top
reason in 30 of 42 countries studied. Quickly establishing brand or
category relevance also helps. The top 5 reasons not to skip online
- Brand of interest
- Get something in return
- Category of interest
Beware of the
Even with highly engaging ads, many viewers skip away as soon as
they can. AdReaction observed this pattern for YouTube skippable
pre-roll and Facebook auto-play. While advertisers don't pay if the
ad is skipped, it is vital to capitalize on impact.
Focus on skip
The first few seconds are crucial; after that, viewing levels
plummet. Ensure the first few seconds have a creative hook to
minimize skipping. Ads most likely to be watched to the end were 30
seconds or less.
Unlike ads on TV, if you don't feature the brand within the
first few seconds of digital video, you've lost the opportunity to
impact approximately half of your audience.
For Facebook click-to-play, the initial frame and the
introductory text is crucial: it needs to be creatively engaging.
But the ad needs to deliver on the promise of that frame and
There are a few other high level considerations, focus on size,
length, and context. If the ad is likely to be seen on a mobile
device, keep the screen size in mind - small details may be lost.
On length - during the study, shorter ads were more likely to keep
people to the end, while context plays an important role in
deciding where your ad will be displayed.
Source : Kantar Millward Brown