{"id":1459,"date":"2016-08-07T21:16:45","date_gmt":"2016-08-07T20:16:45","guid":{"rendered":"http:\/\/blog.lorenzobennassar.com\/?p=1459"},"modified":"2022-08-11T19:47:14","modified_gmt":"2022-08-11T19:47:14","slug":"5secs","status":"publish","type":"post","link":"https:\/\/lorenzobennassar.com\/blog\/2016\/08\/07\/5secs\/","title":{"rendered":"Skip Ad. Good news for advertising."},"content":{"rendered":"

\u201cToday, all ads are skippable\u2014whether it’s a function of the format or not.\u201d That\u2019s one of the big trues from \u201cThe First 5 Seconds: Creating YouTube Ads That Break Through in a Skippable World\u201d<\/a> \u00a0a very interesting research (already from june 2015) made by Think with Google<\/a>. But the research focuses on analyzing the viewers behavior in front of thousands of YouTube TrueView ads from all over the world (the ones you can skip after 5 seconds). And the good news is that in fact the “Skip Ad” button only comes to confirm what the advertising industry already knew way before YouTube even existed:<\/p>\n

Imagine you were Apple deciding to run the \u201c1984\u201d commercial as YouTube TrueView ad. Should the Apple logo appear somewhere in the screen from the beginning in case the viewers decided to push the \u201cSkip Ad\u201d button? (Well, maybe a 2 seconds adjustment on the editing would have helped), but the numbers say literally \u201cWhile ads with the brand in the first five seconds have higher ad recall and brand awareness lift, people are also more likely to skip them.<\/b>\u201d In other words, if you want to show your logo you might as well invest somewhere else, but don\u2019t push it (it\u2019s in the upper right corner along with your name anyways). Instead build an interesting story around it, be relevant, and the audience will have no problem waiting until the end to see your brand. In fact, they\u00b4ll be more likely to share your story (and your brand). The skip button is not about giving up the end during\u00a0the first 5 seconds.<\/strong> \u201cGrabbing the audience’s attention in the first five seconds starts with setting the right tone\u201d. And it\u2019s not about the video length either, some of the most successful true view ads are longer than 3 minutes. The skip button is about letting people choose whether they want to be interrupted by your brand or not. <\/b>And you would be surprised, how often they want to but just didn\u2019t know it.<\/p>\n

The results of the research keep on going, and it\u2019s worth taking a deeper look at it. But at the end of the day, it comes down to say that we humans\u00a0love humour, happiness, optimism, suspense, surprise\u2026 (they don\u2019t mention it but it goes without saying that babies and animals perform great too). We just might not be looking for\u00a0it 24 hours a day, that’s what the “Skip Ad” button is about. But we humans love emotions. We\u2019ve always loved emotions and we\u2019ll always do.<\/strong><\/p>\n

PS: By the way, here<\/a>\u00a0is Lee Clow explaining how running the ad only at the Super Bowl, something that later on became kind of trend, was not intended but accidental.<\/p>\n

Skip Ad. Buenas noticias para la publicidad.<\/h1>\n

\u201cHoy, todos los anuncios son ignorables\u2014exista o no esa funci\u00f3n en el formato.\u201d Esa es una de las grandes verdades de \u201cLos primeros 5 segundos: Creando anuncios para YouTube que sobresalgan en un mundo en el que se puede ignorar la publicidad\u201d<\/a>, un estudio (ya de junio de 2015) hecho por Think with Google<\/a>. Pero el estudio se centra en analizar el comportamiento de la audiencia ante miles de videos YouTube TrueView en todo el mundo (los que se pueden saltar al cabo de 5 segundos). Y la buena noticia es que de hecho el bot\u00f3n de \u201cSkip Ad\u201d solo viene a confirmar lo que la industria de la publicidad ya sabia bastante antes de que YouTube ni siquiera existiera.<\/p>\n

Imagina que fueras Apple decidiendo poner tu anuncio \u201c1984\u201d en YouTube TrueView. \u00bfDeber\u00eda el logo de Apple estar presente desde el inicio por si tu audiencia decide pinchar en el bot\u00f3n \u201cSkip Ad\u201d? Bueno, quiz\u00e1s un ajuste de 2 segundos en el montaje hubiera ayudado, pero los n\u00fameros dicen literalmente \u201cMientras los anuncios con el logo desde los primeros 5 segundos tienen una mayor reconocimiento y recuerdo de marca, las personas son mas proclives a salt\u00e1rselos<\/strong>.\u201d En otras palabras, si lo que quieres es mostrar tu logo mejor que inviertas en otro sitio, no lo fuerces (total \u00bfque mas da? de todos modos aparece en la esquina superior izquierda junto a tu nombre). Sin embargo, es bastante mas rentable y eficiente construir una historia al rededor de tu marca, se relevante, y la audiencia no tendr\u00e1 ning\u00fan problema en esperar hasta el final para ver tu marca. De hecho, habr\u00e1 muchas m\u00e1s posibilidades de que compartan tu historia (y tu marca). El bot\u00f3n \u201cSkip Ad\u201d no va de desvelar el final durante los 5 primeros segundos<\/strong>. \u201cConseguir la atenci\u00f3n de la audiencia durante los primeros 5 segundos comienza por establecer el tono adecuado\u201d. Y tampoco tiene que ver con la duraci\u00f3n del video, algunos de los anuncios True View con m\u00e1s duran mas de 3 minutos. El bot\u00f3n \u201cSkip Ad\u201d va de dejar que la gente decida cuando quieren ser interrumpidos por tu marca<\/strong>. Y te sorprender\u00eda cuantas veces lo quieren pero no lo sab\u00edan.<\/p>\n

Los resultados del estudio contin\u00faan, y merece la pena verlos mas a fondo. Pero al final y al cabo, lo que viene a decir es que a los humanos nos encanta el humor, la alegr\u00eda, el optimismo, el suspense, la sorpresa\u2026 (no lo mencionan, pero no hace falta decir que los ni\u00f1os y los animales funcionan muy bien tambi\u00e9n). Puede que no estemos buscando todo eso 24 horas al d\u00eda, de eso va el bot\u00f3n “Skip Ad”.\u00a0Pero a\u00a0los humanos nos encanta sentir emociones. Siempre nos ha gustado y siempre nos gustar\u00e1.<\/strong><\/p>\n

PD: Por cierto, aqu\u00ed<\/a> puedes ver a Lee Clow, co-creador en Chiat\/Day del spot \u201c1984\u201d de Apple, explicando que poner el anuncio solo una vez en la Super Bowl, algo que despu\u00e9s se convirti\u00f3 casi en una moda, no fue intencionado sino accidental.<\/p>\n","protected":false},"excerpt":{"rendered":"

\u201cToday, all ads are skippable\u2014whether it’s a function of the format or not.\u201d That\u2019s one of the big trues from \u201cThe First 5 Seconds: Creating YouTube Ads That Break Through in a Skippable World\u201d \u00a0a very interesting research (already from june 2015) made by Think with Google. But the research focuses on analyzing the viewers […]<\/p>\n","protected":false},"author":1,"featured_media":1720,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[2],"tags":[],"class_list":["post-1459","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brandcommunication"],"_links":{"self":[{"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/posts\/1459","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/comments?post=1459"}],"version-history":[{"count":3,"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/posts\/1459\/revisions"}],"predecessor-version":[{"id":2125,"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/posts\/1459\/revisions\/2125"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/media\/1720"}],"wp:attachment":[{"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/media?parent=1459"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/categories?post=1459"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lorenzobennassar.com\/blog\/wp-json\/wp\/v2\/tags?post=1459"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}