You technically can’t skip these ads. But you wouldn’t want to anyway.
Last year at Sundance, YouTube unveiled a new ad format to brands: the unskippable, six second “bumper” ad. To prove it was possible to cram a compelling story into such a short window, they recruited a handful of creative agencies to test drive the format — and the results were pretty convincing.
After that, huge brands like Under Armour and Anheuser-Busch adopted the new six second ad format to tell quick but gripping stories that actually stuck with audiences.
In fact, according to Google, 90% of bumper ad campaigns boosted global ad recall by an average of 30%. That’s pretty impressive for taking up only six seconds of someone’s day.
It might seem like you can’t accomplish much in that amount of time, but with a little creativity, brands can use it to forge an emotional connection with their audience and implant a vivid memory of those feelings in their minds.
Why Six Second Pre-Roll Ads Work
Suffering through 15, 30, or even 60 second pre-roll ads prompted so many head shakes and back button clicks that eventually YouTube added a skip button to their ads in 2009. In theory, though, an ad’s first five seconds are enough to hook viewers and hold their attention for the rest of its duration.
But we all know this rarely happens. Whenever a YouTube ad pops up and shields you from your favorite video, what do you usually do? You immediately glue your eyes to the skip button’s countdown clock and wait … until those lingering seconds finally slug by.
Fortunately, the six second pre-roll ad better engages viewers. When YouTube plays such a short ad for them, it’s not as annoying as a full length ad. And when brands craft these ads into fast, captivating stories, they can resonate well with audiences.
This lets YouTube sustain their ad business while helping brands create a more enjoyable and memorable user experience for its viewers.
So if you’re leveraging YouTube’s six second pre-roll ads right now, then hats off to you. If you’re not, here are 10 examples you can reference to inspire YouTube viewers faster than a Vine could in 2013.
10 Exceptional Examples of Six Second Pre-Roll Ads on YouTube
To further promote their new ad format’s creative potential, YouTube challenged filmmakers and ad agencies to retell classic pieces of literature in just six seconds.
These are some of the most complex novels ever written. So creatives needed to convey each story’s core in a simple yet spellbinding way.
Rethink, a Canadian agency, did just that. Their rendition of Hamlet is clear and concise (we all know that everyone dies when modern day Claudius spams the buy button). But it’s also unexpected and funny because it gives us a glimpse of how Hamlet could’ve transpired in today’s digital age.
2) Old Spice
You’re probably not surprised that this is an Old Spice ad. But you’re also probably laughing so hard you’re crying like that guy’s armpit.
When you watch this ad, you’re so amused that you forget Old Spice is trying to sell you deodorant. And while you’re still mid-chuckle, your favorite video begins. It’s a seamless transition. And viewers crave that. All advertisers should strive to satisfy their audience, and Wieden & Kennedy, Old Spice’s agency, know exactly how to indulge theirs.
I know you fell for it too.
When I first saw the red face of doom, disappointment started spilling over me. But, luckily for us, the Chipsmore’s Cookie Guy saved the day.
The thing is, we just wanted to watch the ad. Imagine how someone who wanted to watch a video after it must’ve felt.
They were probably frustrated at the initial sight of the “broken” video link, then surprised when the Cookie Guy appears, which grabbed their attention. And, finally, delighted when their favorite video starts.
This ad takes its viewers on an emotional roller coaster. And, honestly, who doesn’t have fun on those?
4) Road Lodge
This is a prime example of insanely honest marketing.
Road Lodge sets the expectation that their hotel is best suited for relaxation. And not so much for partying.
You might think they’re deterring potential customers from their hotel — and you’re right — they are. But it’s actually a good thing because these people would never stay at their hotel in the first place.
And since their honesty signals confidence, builds trust, and shows that they value their customers’ experience more than short-term profits, their target market becomes more attracted to them.
Road Lodge knows that if you’re brutally honest about your product or service, then you won’t disappoint your customers. This makes it a lot easier to maintain their loyalty.
5) Under Armour
When you play baseball, nothing matters more than your stats. They’re a direct measurement of your performance and can even define your value as a person.
Under Armour sought to uproot this belief.
In six short seconds, Droga5, Under Armour’s agency, injects purpose into ball players everywhere, motivating them to place their value in their character instead of their numbers.
Mercedes uses swift video cuts and a roaring engine to engage their viewers’ senses. This way, their audience can actually see and hear the intensity of reaching 60 MPH in only 3.8 seconds.
7) Universal Pictures
Universal Pictures used this pre-roll ad to promote the full Jason Bourne trailer, which garnered over 14 million views.
And since the ad is chock full of non-stop action, it piqued viewers’ interest and generated tremendous hype around its trailer release.
Burn’s pre-roll ad is so effective because it’s snappy and visually engaging. And since you can process visuals 60,000 times faster than text, a flaming fist across the face will definitely catch your eye.
The slow-mo effect also makes the ad seem longer, intensifying your viewing experience.
Family vacations are the best.
You get to explore incredible places and create timeless memories with your loved ones. Is there any other way you would want to bond with your family?
Airbnb agrees too. So their agency, TWBA, produced a charming ad that showcases the benefits of a family vacation: loads of fun and connection.
The Martin Agency, Geico’s creative partner, deserves a lifetime supply of car insurance for this masterpiece.
“Unskippable” was so refreshingly original, it won AdAge’s 2016 Campaign of the Year. And for good reason too. It sympathizes with your annoyance of pre-roll ads, so it ends before you can skip it. But it’s also so unique and witty that you’ll actually watch the entire ad.
Geico says this ad is impossible to skip because it’s already over. But really, this ad is impossible to skip because it’s so clever.
Seen any ads that top these? Share them in the comments below!