Pre-roll advertisers are continuing to re-purpose ads from traditional mediums, often failing to keep the attention of their audience past the five-second “skip” mark.
"A lot of companies still directly repurpose ads from a template or from other traditional mediums and this falls short of intriguing audiences," Gwenda Shim, account manager at ThinktankSocial, said.
"It is more likely that people find them disruptive, invasive, uninteresting and feel like they can't escape mass marketing no matter where they are."
According to Shim, the answer lies in “taking the time to create tailored pre-roll ads that are engaging, innovative and rewarding” that could ultimately “work in a brand's favour.”
Many agencies have already found ways to re-invigorate the pre-roll ad.
"The pre-roll environment offers so many opportunities beyond simply re-running a TVC,” Liz Kain, head of creative group at MercerBell, said.
“Last year we created the ‘Be OK’ button in an Allianz pre-roll. It gave viewers the chance to reverse the damage of a car accident, the perfect demonstration of Allianz’s great service. People could have skipped the ad, but this innovation encouraged 46% of viewers to watch long enough to take in our message about Allianz."
Late last year New Zealand advertising agency Colenso BBDO tackled the problem head on by directly acknowledging how frustrating pre-roll ads are.
The campaign consisted of sixty-four customized YouTube ads that acknowledged how annoying they were, effectively turning the worst thing on the internet" into "lolz” according to the ad’s creators.
Adidas took a different approach, and instead uses only five seconds to get their message across.
This removes the skip option completely and although this tactic has its obvious limitations, is thought to be far-less offensive to YouTube users who do not want to be interrupted by a 30 second ad before their 30 second video.
Other innovative advertisers have altered the “skip this ad” button to attract the attention of consumers. The missing persons ad for the Australian Federal Police is a good example of this technique, encouraging users to positively or negatively identify the face of a missing person.
A similar idea by a government environmental care agency in Chile provided a range of environmental messages that challenged the user to either skip the ad or skip the behaviour.
Please login with linkedin to comment
Sustainable soap brand Single Use Ain’t Sexy has been greeted with a huge influx of support after raising over half a million dollars in funding via a crowdfunding campaign. The brand has launched itself into the ‘green economy’ by calling on the Australian public to financially back them and their mission to get Aussies to […]
Queer Artist Ryan James Caruthers has publically slammed software company Unfold after it asked to use the artist’s work for free as part of its Pride Month social media campaign. Caruthers took to Instagram to show screenshots of the conversation he had with Unfold after it asked the artist to share 12 of his images […]
After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]
Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]
JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]
Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]
In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]
Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]
Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]