What stops people from skipping ads? 3 lessons from industry leaders
The YouTube “skip” button is a powerful tool for measuring advertising engagement. If it goes unpressed, you know you’ve truly captured people’s attention. But how do you ensure that happens? We asked creatives and advertisers what stops them from skipping ads. Their tips could help make your next ad unskippable.
Making it personal
Online video offers opportunities to personalize at scale, allowing brands to connect with people by serving ads next to the content they value most. “Before, we used to interrupt people and tell them what we wanted them to know,” said Crystal Rix, chief strategy officer at BBDO. “Now we know more about our audience, and we can make all of the content more contextually relevant — and, ultimately, more meaningful to them.”