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I used to think pre-roll ads were dead, then a bar owner in Sarasota broke it down for me
I have been making video ads for small shops for a while and I always pushed clients toward skippable spots because that is what the big blogs say works. A bar owner in Sarasota asked me to sit at his counter and watch his regulars for one evening, and he pointed out that 9 out of 10 people looked up at his screen during the first 5 seconds of every pre-roll. He said he would rather pay for 8,000 people seeing his name once than 40,000 people clicking away after 4 seconds. That got me thinking about how I sell reach when what most of my clients really need is the first few seconds in front of the right room. Has anyone else shifted their pitch after a client pushed back on this kind of thing?
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emmag2216d ago
The line about paying for 8,000 people seeing his name once is a nice story but the math does not hold up. Pre-roll that people skip after 4 seconds still charges you only when it plays, so he is not paying for 40,000 click aways, he is paying for views that mostly did not land. Also, a bar screen is a captive room with people waiting on drinks, that is nothing like a phone feed where the thumb is already moving. What he measured was attention in a place where people have nothing else to do for a minute. Take that same 5 second spot to a feed and half the room scrolls before your logo shows. So yeah, the first few seconds matter, but that is an argument for a better hook, not for pre-roll over skippable.
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