Imagine you’re on your desktop or mobile device on Youtube, trying to find watch your favorite artists new music video that just released, a video your friend sent you, or just browsing some of the 81 million videos on the platform. But before you watch the video, the most annoying thing happens: a video advertisement plays before you can watch what you desire. Yes, they can be annoying, especially if you have to watch the entire 15 seconds. These can even be the coolest 15-second video you’ve ever seen, yet it becomes an inconvenience to us as users because we just want to see the video we originally intended to watch! Though it might sound negative, it can be understandable why marketers and potential advertisers might want to pass on a video pre-roll ad. However, there is data that shows how these ads are actually effective.
The Magic Number 3:
Three seconds is all you need. That’s right…according to a new study by Facebook, three seconds of a pre-roll video ad can create up to 32% brand awareness and 44% of the value for purchase intent. Convince and Convert also mentions that they serve consumer awareness of the product or generate leads, similar to the way Radio and TV does. Add more targeted advertising and these users will definitely be converted to customers.
So even if a user does eventually hit the “skip ad” button, it is safe to say that three seconds is enough to make an impression AND improve conversions. Keep referring to them as annoying, but video ads literally can’t be ignored.