Unskippable Ads – Is it key to success?

• #Instagram
• #Marketing
• #YouTube

Have you ever wondered if unskippable ads are the right way to promote your brand? Imagine your ad being seen by thousands of people without a single person being able to skip it. Sounds appealing? But what happens if this forced advertising annoys rather than inspires your target audience? Will they love or hate your brand?
Unskippable ads have the potential to get your message across, but they can also destroy your viewers’ viewing experience. The question is: can you strike the right balance? Do you risk them clicking away annoyed and seeing your brand in a negative light? Or can you create ads that are so engaging that viewers actually enjoy watching them? Are you ready to discover the truth about unskippable ads? Are you ready to learn how to use them to delight instead of annoy?

What are unskippable ads?

Unskippable ads are ads that cannot be skipped and must be watched in their entirety before the user reaches the desired content. This type of ad is particularly popular on platforms such as YouTube and Instagram, where they are typically 15 to 20 seconds long. The challenge is to grab the viewer’s attention while delivering a positive brand message.

Why are the ads 15-20 seconds long?

15-20 second unskippable ads are particularly popular as they are short enough to grab the viewer’s attention but long enough to deliver a complete message. Studies have shown that shorter ad videos are more likely to be watched in full, increasing ad effectiveness. They also fit well with the rapid and often fragmented consumption of content on social media platforms.

Advantages of unskippable ads

• Guaranteed visibility: By forcing your users to view the entire ad, you ensure that your message is fully conveyed.
• Increased brand awareness: Viewing the ad in its entirety increases the likelihood that your viewers will remember the brand.
• Better measurability: The effectiveness of these ads can be better measured as it is guaranteed that the entire message is seen.

Disadvantages of unskippable ads

• Potential viewer annoyance: These ads can be perceived as annoying and interrupt the viewing experience.
• Increase costs: Unskippable ads can be more expensive than skippable ads, which can put a strain on the advertising budget.
• Creative challenge: It takes skill to design unskippable ads in a way that engages and entertains without being perceived as distracting.

How to minimise the downside and win customers

To minimise the disadvantages of unskippable ads and get the most out of this advertising format, you should consider the following strategies:

1. Use storytelling: Tell a gripping story that captivates the audience.
2. Integrate humour and emotion: Humorous or emotional content can entertain and touch viewers.
3. Create visually appealing content: Use eye-catching and high-quality visual elements.
4. Offer added value: Offer the viewer clear added value within the short advert.
5. Use well-known personalities or influencers: The use of well-known personalities can arouse the interest of viewers.
6. Use catchy music and sound effects: Catchy music and appropriate sound effects can increase viewer attention.
7. Be clear and concise: Keep the message clear and to the point.
8. Incorporate interactive elements: Interactive elements can engage viewers.
9. Use local and cultural relevance: Adapt the adverts to the local and cultural characteristics of the target group.
10. Create short series: A series of short adverts can encourage viewers to look forward to the next advert.

Platforms that utilise unskippable ads

YouTube: Known for its 6-second bumpers and 15- to 20-second unskippable video ads. This platform uses unskippable ads to ensure that advertising messages are fully conveyed.

Instagram: Is currently testing unskippable ads in reels and stories to improve monetisation and give advertisers more visibility.

Netflix: Experimenting with ad formats, including unskippable ads, particularly in its ad-supported subscription plans.

Spotify: Uses unskippable audio and video ads for non-paying users to effectively deliver its advertising messages.

Prime Video: Amazon Prime Video is integrating unskippable ads into select content, particularly live sports and ad-supported plans.

How much do unskippable ads cost

In comparison to skippable ads

Unskippable ads are generally more expensive than skippable ads. For example, skippable TrueView ads on YouTube cost an average of between $0.10 and $0.30 per view. Unskippable ads cost between $6 and $10 per 1000 impressions (CPM). The higher cost of unskippable ads is due to the guaranteed viewability and the higher likelihood of the full message being seen by the viewer.

How much are these ads worth?

The decision whether to invest in unskippable ads depends heavily on how much this marketing measure is worth to you. If your priority is to achieve guaranteed visibility and higher brand awareness, the higher cost of unskippable ads might be justified. However, you need to make sure that the content of your ads is strong enough to gain the interest and acceptance of viewers.

Conclusion

Unskippable ads have the potential to make your brand visible and memorable, but only if they are used correctly. With guaranteed visibility and increased brand awareness, they offer huge benefits but can also come with challenges, such as viewer annoyance and higher costs. The trick is to make these adverts engaging and entertaining. Use storytelling, humour and emotion to capture viewers’ attention and influence them positively. Experiment with interactive elements and adapt the content to the cultural characteristics of your target group to maximise impact.