A key weapon in any digital marketer’s arsenal is reaching out to a YouTube audience. Take a look through the industry standards of monetisation and the optimisation of ads and you’ll see how beneficial it can be.
Even so, how many times have you become frustrated waiting for that elusive ‘Skip Ad’ button? We don’t think there’s anyone innocent of that. It’s way too easy to turn off your mind and wait for the seconds to pass. What we’re going to talk about may seem impossible, but is fundamental to a successful YouTube campaign: the unskippable ad.
Can you imagine creating an advert that reels every viewer in and stops them hovering over that dreaded skip button? We’re here to tell you that it’s completely possible. Brand recall itself has increased by a massive 23% in recent years, even around people who are constantly skipping ads. Even if you fail to create the ultimate unskippable ad, those numbers are still very helpful to getting your brand noticed.
We believe that developing the perfect advert can be distilled into 3 big areas: capture, brand and action (we know this feels uncomfortably close to that popular film phrase, but stick with us for a moment). If you can get on board with these areas you’ll have mastered the unskippable ad:
Capture – Grab the immediate attention of your audience.
Brand – Make sure everything is clear, simple and accessible.
Action – Convince your audience to do what the ad sets out.
When trying to craft the perfect YouTube advert, we’d advise squeezing your ad into between 15 seconds to 1:10 mins for optimum performance. Some brands aim for longer than this but trust us, conciseness is essential on this platform. With this in mind, the length of your ad is irrelevant if your viewers hit ‘skip’ as soon as they can.
Capturing the user’s attention from the very start is crucial when you’re creating an ad. Following on from our favourite phrase (capture, brand, action), we’ve got 3 big tips ready to help you out.