From Skip to Click - Encouraging Audience Engagement Beyond the Skip Button
It's no secret that video ads have become a ubiquitous part of the online experience. From pre-roll ads to in-stream ads, brands are using video ads to tell their stories and connect with their audiences. However, the problem is that viewers are increasingly turning a blind eye to video ads, especially those that they perceive as irrelevant or intrusive.
Research shows that viewers' eyes are immediately drawn to the skip button that appears on many video ads, Google found that 94% of viewers will skip a pre-roll ad if they have the option to do so after the first five seconds, making it challenging for brands to make an impact in just a few seconds.
This is where interactivity comes in.
Interactive video ads with catchy copies, creative storylines, and cultural resemblance have been shown to increase engagement rates, click-through rates, and brand recall, making them a valuable tool for brands looking to improve their digital advertising performance.
But having said that, such interactive ads still do not ensure higher engagement. You ask why? Because apart from the creative itself, the relevance of the ad, the content ecosystem, and the viewer's mindset also play a crucial role.
Let's consider this example, a sports brand could deliver an interactive video ad featuring a popular athlete to viewers, but what if such a video is served to the audience on a make-up-inspired video? Or on a video, that talks negatively about the sport itself? Will these ads succeed in leaving a mark on the audience?
Not really. Hence, the winning combination here, interactive ads + Hyper-Contextual Targeting = Higher Engagement
Hyper-contextual targeting can help brands deliver interactive video ads that resonate with their target audience. By delivering ads that are relevant and timely, brands can increase the chances that viewers will engage with their content since the ads are a natural extension of the content itself. And since the ads are contextually relevant to the content that reflects the mindset of the audience, chances of ad recall, awareness, and ad engagement increase exponentially.
Let’s consider another example of the same interactive video ad for a sports brand featuring a popular athlete, with hyper contextual targeting the ads will be served to the right audience who are in a similar mindset thus ensuring more eyeballs from the audience.
To elaborate further, sharing a case study for your perusal: https://youtu.be/I80t5MI5VM0
Overall, yes, interactivity is crucial for brands, but when coupled with relevant targeting, brands ensure a more memorable and engaging experience for viewers, leading to better performance and ultimately driving business results.