Pre-Roll – Make the Most of Ads
Many of the videos in this blog are links to YouTube videos. The video may have opened with an ad that forces you to watch a five second pre-roll before you can click “Skip Ad.” I apologize immensely for that. It was not my intent. What is important is that these ads are an undetermined length in which viewers of another video must watch the first five seconds. So why not take advantage of this by creating ads that engage the viewer within the first five seconds? There are three strategies that can approach on this.
Limited Time Length
The first is to submit to the limited time length and create a five-second ad that provides all the information viewers will need. This means fitting a storyline and introducing the product. This is possible but you either need to have an established product line people are familiar with. Then you simply jog their memory with a quick reminder or you need something shocking followed by your corporate logo and product image. Your video does not have to stop at five seconds but all the pertinent information should be in play. With the right idea and careful editing, you will find five seconds is a sufficient time frame to play around with.
Immediate Call to Action
Another approach is to beat the click to the punch. Start with a good pre-roll ad like in the above section. Entice the viewers to click on your video with a link that will take them to your landing page before the Skip Ad button appears. Efforts like this can try the unexpected. Such as “Don’t click on this ad.” Or “Click now because you don’t know when you’ll see this ad again.” Audiences like to respond to hokey jokes. However, if it is too complicated as to confuse them from pushing a button then at least you have their attention.
The final and best approach is to make a video people will want to watch in the first five seconds if given the chance to opt out. If you set up a story that engages the users then they may just want to keep watching. I do this with new movie trailers all the time. Often to find out it’s something I don’t want to see but curiosity got the better of me. Having content that is engaging with attractive visual elements and a nice musical score buys a few more seconds of interest. If a viewer maintains interest in a longer video then clicks there is a higher chance of conversion.
Since the average viewer’s attention begins to drift within eight seconds, creating solid pre-roll ads is a useful tactic. It generates higher click rates and sticks in the viewer’s minds longer. Designing ads specifically for pre-roll viewing should be part of an overall campaign and not the rehashing of other television commercials. This is by far the best strategy for the means available.