How many times have you pressed the “Skip Ad” button? Have you muted the ad playing on the online article you’re reading? I do it. If your brand isn’t funny, interesting, relevant, or otherwise entertaining, I will hit the skip button faster than you can say “What’s in your wallet?” In a skippable online world, many marketers struggle to connect with consumers in a matter of seconds.
People’s attention spans are getting shorter, and so are video ads. In the 1940s, some TV ad breaks were up to two minutes. In the 70s and 80s, one-minute ads were the norm and then 30-second ads were the rule entering a new millennium. Today, most online video ads are 15- or 30-seconds. The trend continues.
A recent report stated more than 25% of adults close out of videos after just 10 seconds and more than 50% after 20 seconds. With YouTube’s “Skip Ad” button, there is an even greater need for relevant and engaging messaging in a five-second window. Yes, five seconds.
Think about your business. Can the central message of that idea be summed up in 10 seconds? What about five? Some brands can do it. Take this Hefty spot on YouTube for example. Hefty® Party On!™ Party Cups paired partying people with an EDM-esque backtrack to say, “We provide what you need to party.” In as little as five seconds, consumers got the idea in a straightforward, succinct way. The spot’s a little crazy…OK, it’s very crazy, but the unexpected action creates interest. And interest is why you stick around to watch what happens next. Making your messaging brief and effective is the key.
“This ad was brought to you by…” *Click.*