CAN I HAVE YOUR ATTENTION PLEASE
A goldfish has an attention span of 9 seconds.
The average attention span of a person in 2012 is around 8 seconds.
The YouTube True View program runs a video advertisement for 5 seconds prior to playing the actual video. At that point, the user can either hit ‘Skip’ or continue running the ad. This program could then be a great investment for your business or a terrible one.
THE PROBLEM WITH TRUE VIEW
Most pre roll ads start off by going into a sales spiel that is going to last 45 seconds. Which means that by the time that 5 second mark rolls around, users are already frantically clicking the area where the skip button will appear so that they can get on to what they actually want to watch. Your ad gets cut off mid sentence and your budget for pre roll ads are completely ineffective.
No one heard your message, saw your logo or cares about what you have to say.
EFFECTIVE TRUE VIEW ADVERTISING
Rarely, very, very rarely do brands get this system right. You have 3-5 seconds to catch the attention of the user. Fire off something startling, make a strange statement, talk about your crazy deal instantly or be disruptive. Get the user’s lizard brain reacting and explain what you meant by that statement much later in the ad, once the skip option has left.
Another effective strategy is simply stating your brand name with logo etc before the 5 seconds, hoping the user skips the ad. In this way, you may have placed yourself at the top of mind (hopefully) and then not have to pay for the fully watched ad. We prefer the first strategy.
Whichever you chose, please be certain not make the same error 95% of brands make while advertising on YouTube.