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How to stay optimistic in the face of ad skipping

You’ve got a brand. You’ve spent a lot of time building your brand up and marketing, but that pesky “skip ad” option has always put you off online video advertising. You know you always skip the ads – surely everyone does.

But why should this hold you back?

Step 1: Pick a marketing strategy

This is where most video advertising falls down. The brand doesn’t know where they’re heading or what they want, whether it’s a single advertisement or part of a campaign. Know what you want. Do you want to improve brand recognition? Are you seeking to boost your website’s hits? Or perhaps you’re simply looking to increase sales.

Step 2: Don’t bury the lead

Now that you’ve selected a strategy, attack it from the start. You’re looking for brand recognition? Show your brand immediately. Advertising with an aim to surprise the audience or only show the brand at the end is for television, not online. Don’t fall into the trap of using the same techniques.

Step 3: Know your audience

As in step two, don’t confuse your television audience with your online audience. They are not the same. There are a growing number of people that engage with video entirely online and watch a minimal amount of television. It is not safe to assume the audience has seen your television commercials and will identify your brand immediately.

Step 4: Don’t be forgettable

Sure, they’ll skip your ad as soon as the option comes up, but that doesn’t mean they took no notice of the first five seconds. Yes, five seconds is a very small window. That doesn’t mean you can’t use it. Many television commercials are now just 15 seconds long.

Use your time wisely

Use your time wisely

Step 5: Keep it simple

Don’t try to cram too much information into this first 5 seconds. Pick the most important information and work on a hierarchy. Is your brand more important or your website? Is your latest product announcement the main point? Open with that, and only that. If you’ve grabbed their interest, they’ll watch the whole thing. If not, that’s okay. They should still remember your primary focus.

By Emma Wilkinson

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