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.*
On Monday, our red, white, and blue crew spent the day celebrating our country’s 246th year of independence. I spent the weekend with my family in the mountains of West Virginia. We cooked Polish sausages on the grill. We fired off cheap fireworks from China. Drank a few beers from Mexico. America is a melting pot, so why not?
On Wednesday, Account Manager Marita Cardenas asked the hard-hitting question, “If you had knuckle tattoos, what would they say?” The team was oddly prepared for this one and shared answers like “ROLL TIDE,” “SAND WICH,” and “COOL TATS.” I went with the obvious answer — “KNUC KLES.”
HOPE AND HORSES
On Thursday, Director of Business & Marketing Leanne Pillow spent some of her community time at Spur’n Up Hope Inc. — a non-profit dedicated to serving at-risk youth and adults through positively reinforced interaction with horses. She helped out at their event held for a HARP (Helping Addicts Recover Progressively) class where four women who were formerly incarcerated graduated from the farm’s five-week Equine Assisted Learning course. Way to be a good neigh-bor to those in need, Leanne.
AJ’S BIG BIRTHDAY
Today, the team celebrates Graphic Designer AJ Stuit’s best birthday yet — the big two-five. She’ll finally get to enjoy the finer things in life that come with such a milestone, like being old enough to rent a car. Happy “You Reached a Quarter of Your Life,” AJ!
A FEW OF OUR FAVORITE EVENTS
Nature Nurturers — The Amazing Honeybee! Fort Monroe, VA July 9 | 1-2 p.m. Bring out the family to Fort Monroe to learn more about the amazing honeybee here in Virginia! Join them in learning about honeybees from Master Naturalist, Nathan Brauner. While older kids and adults are participating in The Amazing Honeybee, younger kids can head to the neighboring booth to make their own honeybee puppet to take home and learn about pollination! Sign up for this free event today!
Doggie Derby Enrichment Activity Glen Allen & Midlothian, VA July 11-14 | All Day Head to Holiday Barn Pet Resorts for their Doggie Derby Enrichment Activity! Their friendly counselor will lead your pup onto their race “track” and run the course from beginning to end — with the help of a few dabs of peanut butter, of course. Your furry friend’s time will be recorded, and a report will be sent home with you. Space is limited — sign up today!