Time taken to create an ad – a few weeks or even months, sometimes. Time taken to skip an ad – less than 5 seconds.
That sadly is the situation today. Often, all a marketer can do, is helplessly watch as the viewer skips his ad and continues to watch another (and perhaps longer!) video.
Here’s why this tragic tale plays out, as if on repeat:
The Complicated Ad
Does your ad have a complicated narrative that requires considerable effort on the viewer’s part? Making the viewer work hard to understand your message is not a good idea, especially since your ad is being forced upon him and in that sense is an interruption. Your ad is delaying the viewing experience of the content your viewer has chosen to watch. His time and patience are understandably limited.
The solution? Keep it simple!
Opening With The Brand
In the physical world, as the front door opens, a good salesman doesn’t thrust his product in the potential client’s face. Online too, it’s not a good idea to open directly with your brand. The thought of watching yet another sales pitch could make the viewer more inclined to skip your ad altogether. Instead, open your ad with a hook that has the viewer wanting to know more. And this hook has to be planted within the first 5 seconds of your ad.
Knorr for example, began their ad with a question many would want to know the answer to – can flavour help you find love?
Mountain Dew chose to introduce the ‘puppy monkey baby’ within the first 5 seconds.
The Mood Of Your Ad
Is your ad a funny one? Or is it more serious? In either case, viewers may skip the ad, depending on what they are in the mood to watch, in that particular moment.
Unfortunately, the mood factor is not really in your control. But, what is in your control, is making sure that your story is engaging and that your ad is well executed.
And at Ripple Animation, we specialize in just that – creating engaging video content which will keep your audience hooked. Get in touch with us at firstname.lastname@example.org to receive a complementary quote today.