In my blog 4, I wrote about why the current
video Ad formats will change to shorter format; I used YouTube as an example
and the fact that people don’t like viewing the Ads and usually skip them. Last
week YouTube announced that they will nix the 30-second unskippable Ads by 2018
and replace them with shorter format. As much as I would like to claim that my
blog influenced YouTube’s strategy change, exploding mobile video viewing is
the main driver behind this strategy. Several advertisers have already adopted
the short format video Ads; for example, Geico plays a 10 second Ad on YouTube
and you see the brand placement immediately. I think Geico’s Ads are very
clever, their advertisement actually says that you can’t skip the Ad because
the Ad just ended. This is a great example of an advertiser that is aware of
the fact that people don’t like to view ads. Most other advertisers on YouTube have
not adopted the shorter version and product / brand is not even displayed
before people skip the Ad. That’s just a waste of money with no ROI – they still
have to pay to YouTube because the Ad was played, but don’t get any ROI because
people skipped the Ad and don’t even what the product / brand was.
By 2021 78% of world’s mobile data traffic
will be videos. Advertisers and marketing companies that understand that 30
second Ad, as short as it may be, is too long, and quickly adopt the shorter Ad
formats like Geico, will benefit the most.
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