How to avoid brand ‘skipping’ online
The internet is about micro 
engagements and if you want to advertise in the space, traditional 30 second spots won’t cut it says James Griffiths, in a piece that first appeared in Encore.
“Guys come check this out,” I holler across the office. My colleagues gather around the screen to watch the latest trending cat and his unique talents. You can feel the anticipation in the air. I hit the link, poised for the goodness that awaits. And then… An advert.
Moments like this happen every day as online content platforms look for new ways to monetise their services. With pre-roll ads frequently appearing on YouTube, and Facebook now experimenting with video advertising in people’s feeds, it is becoming more apparent that TV ads are jarring in an online environment, especially when they are forced upon the consumer.
The reason behind the frustration is that we are simply in a different mindset at our computer or on our mobile as opposed to relaxing on our couches watching the latest episode of The X Factor.
Well said Griff!
Nice article. Surely making an impact in 5 seconds will force advertisers to be more creative. A quick grab that the user is actually entertained by rather than desperate for it to finish so they can get to what they came for.
Adblockers can be tuned to erase youtube pre-roll ads, comments, Twitter pre-view images – all sorts of annoying intrusions.
Makes for a much nicer online experience.
Absolutely agree – communications should not just be a means to an end, but a means unto themselves to the point where users are just as excited to share those as they are the original content strand they planned to view.
I’d like to add a couple of other challenges the industry faces though (from a media planning / buying perspective).
1. Not many vendors currently operate within the ‘5 second skip’ model; there are huge inventory shortfalls across premium publishers meaning that every video impression has to be monetised, whereas the likes of YouTube have the luxury to offer users the ability to skip, knowing they’ll make up the shortfall elsewhere.
2. Re the point you make about showing an insurance ad when you’re looking for a laugh – much of the time, video planning is less about placing ads next to specific pieces of content and instead, buying against a vertical or even worse, buying blind. In an ideal world, of course, we’d be afforded 100% visibility on what content ads are being displayed against prior to that ad being shown.
I always love it when the skip button becomes available on a youTube clip, I click it, and realise that the start of the advertiser’s ad didn’t even get their brand, or their main purpose across. If I’m absolutely forced to watch the first 5 seconds of a 30 second ad, if you can’t engage me into watching the rest, I should at least know what your brand is. If I don’t, you’ve totally wasted your opportunity.
Old news chap, you lost me at the first sentence. Lets hope your banners dont sound as old as this article. Seriously.