Kara Manatt, VP sénior de Estrategia, Soluciones e Inteligencia en Magna
65% of people skip ads and they skip them as soon as they get the chance, according to the report: Turbo Charging Your Skippable Pre-Roll Campaign of MAGNA, the intelligence, investment and innovation unit within IPG Mediabrands and IPG Media Lab. The study analyzed audience behaviors around ad skipping and involved over 11,000 consumers and 23 types of ads along 8 different industry verticals. One of the most notable highlights is that 76% revealed that they skip based on the fact that it’s an ingrained behavior. The reason people complete a skippable ad also differs based on whether or not they are in market for the advertised product: in market audiences are more swayed by pre-existing brand affinities, while everyone else tends to just “wait it out”. However, the research uncovered that even when people skipped the ad, it was able to breakthrough and increase awareness. “The results of this media trial proved that there are viable solutions to improve skippable ad campaigns” said Kara Manatt, SVP, Intelligence Solutions Strategy at MAGNA. “While skipping is an ingrained behavior, more succinct ads, coupled with human connection and good storytelling, will help brands more deeply engage with its audiences.” To optimize skippable ad campaigns, the report makes three recommendation to advertisers: First, the creative should invoke a human connection through storytelling and emotion to help raise awareness and brand opinions; second, an early story arc with upfront branding is the best way to increase an ad’s impact, since people are skipping early, and finally 6-second ads are a highly effective way to compliment a skippable pre-roll ad campaign: they have impressive value compared to even longer non-skippable ads and offer the ability to impact consumers that would have otherwise skipped.
