You technically can’t skip these ads. But you wouldn’t want to anyway.
Last year at Sundance, YouTube unveiled a new ad format to brands: the unskippable, six second “bumper” ad. To prove it may be cram a compelling story into such a short window, they recruited a handful of creative agencies to exam drive the format — and the results were pretty persuading .
After that, huge brands like Under Armour and Anheuser-Busch adopted the new six second ad format to tell quick but gripping stories that actually stuck with audiences.
In fact, according to Google, 90% of bumper ad campaigns boosted global ad recall by an average of 30%. That’s pretty impressive for taking up only six seconds of someone’s day.
It might seem like you can’t accomplish much in that sum of hour, but with a little ingenuity, brands can use it to forge an emotional connection with their audience and implant a vivid memory of those impressions in their minds.
Why Six Second Pre-Roll Ads Work
Suffering through 15, 30, or even 60 second pre-roll ads prompted so many head shakes and back button clicks that eventually YouTube added a skip button to their ads in 2009. In theory, though, an adas first five seconds are insufficient hook spectators and hold their attention for the rest of its duration.
But we all know this rarely happens. Whenever a YouTube ad pops up and shields you from your favorite video, what do you usually do? You instantly glue your eyes to the skip button’s countdown clock and wait a | until those persisting seconds ultimately slug by.
Fortunately, the six second pre-roll ad better engages spectators. When YouTube plays such a short ad for them, it’s not as vexing as a full duration ad. And when brands craft these ads into fast, captivating stories, they can resonate well with audiences.
This lets YouTube sustain their ad business while helping brands create a more enjoyable and memorable user experience for its viewers.
So if you’re leveraging YouTube’s six second pre-roll ads right now, then hats off to you. If you’re not, here are 10 instances you are able to including references to inspire YouTube viewers faster than a Vine could in 2013.
10 Exceptional Examples of Six Second Pre-Roll Ads on YouTube
To further promote their new ad format’s creative potential, YouTube challenged filmmakers and ad agencies to retell classic pieces of literature in merely six seconds.
These are some of the most complex fictions ever written. So creatives needed to convey each story’s core in a simple yet spellbinding way.
Rethink, a Canadian agency, did just that. Their rendition of Hamlet is clear and concise( we all know that everyone dies when modern day Claudius spams the buy button ). But it’s also unexpected and funny because it dedicates us a glimpse of how Hamlet could’ve transpired in today’s digital age.
2) Old Spice
You’re probably not surprised that this is an Old Spice ad. But you’re also probably giggling so hard you’re crying like that guy’s armpit.
When you watch this ad, you’re so amused that you forget Old Spice is trying to sell you deodorant. And while you’re still mid-chuckle, your favorite video begins. It’s a seamless transition. And viewers crave that. All advertisers should strive to satisfy their audience, and Wieden& Kennedy, Old Spice’s agency, know exactly how to pander theirs.
I know you fell for it too.
When I first watched the red face of doom, frustration started spilling over me. But, fortunately for us, the Chipsmore’s Cookie Guy saved the day.
The thing is, we just wanted to watch the ad. Imagine how someone who wanted to watch a video after it must’ve felt.
They are likely to be frustrated at the initial sight of the “broken” video link, then surprised when the Cookie Guy appears, which grabbed their attention. And, finally, delighted when their favorite video starts.
This ad takes its spectators on an emotional roller coaster. And, candidly, who doesn’t have fun on those?
4) Road Lodge
This is a prime example of insanely honest marketing.
Road Lodge sets the expectation that their hotel is best suited for relaxation. And not so much for partying.
You might think they’re deterring potential clients from their hotel — and you’re right — they are. But it’s actually a good thing because these people would never stay at their hotel in the first place.
And since their franknes signals confidence, constructs trust, and shows that they value their customers’ experience more than short-term gains, their target market becomes more attracted to them.
Road Lodge knows that if you’re savagely honest about your product or service, then you won’t frustrate your customers. This makes it a lot easier to maintain their loyalty.
5) Under Armour
When you play baseball , nothing matters more than your stats. They’re a direct measurement of your performance and can even define your value as a person.
Under Armour sought to uproot this belief.
In six short seconds, Droga5, Under Armouras agency, injects purpose into ball players everywhere, motivating them to place their value in their character instead of their numbers.
Mercedes uses swift video cuts and a thunder engine to engage their viewers’ senses. This route, their audience can actually find and hear the intensity of reaching 60 MPH in only 3.8 seconds.
7) Universal Pictures
Universal Picture used this pre-roll ad to promote the full Jason Bourne trailer, which garnered over 14 million views.
And since the ad is chock full of non-stop action, it piqued viewersa interest and generated tremendous hype around its trailer release.
Burnas pre-roll ad is so effective because itas snappy and visually engaging. And since you can process visuals 60,000 days faster than text, a flaming fist across the face will definitely catch your eye.
The slow-mo effect also attains the ad seem longer, intensifying your viewing experience.
Family vacations are the best.
You get to explore incredible places and generate timeless memories with your loved ones. Is there any other way you would want to bond with your family?
Airbnb agrees too. So their agency, TWBA, produced a charming ad that showcases the benefits of a family vacation: loads of fun and connection.
The Martin Agency, Geicoas creative partner, deserves a lifetime render of auto insurance for this masterpiece.
aUnskippablea was so refreshingly original, it won AdAgeas 2016 Campaign of the Year. And for good reason too. It sympathizes with your aggravation of pre-roll ads, so it objectives before you can skip it. But it’s also so unique and witty that you’ll actually watch the entire ad.
Geico says this ad is impossible to skip because it’s already over. But genuinely, this ad is impossible to skip because it’s so clever.
Seen any ads that top these? Share them in the comments below !
Read more: blog.hubspot.com