Ad Avoidance
The First 5 Seconds: Creating YouTube Ads That Break Through in a Skippable World
The First 5 Seconds: Creating YouTube Ads That Break Through in a Skippable World
So what does our research tell us? That the tension is real, folks. When ads on YouTube include the brand early on-through a logo or an audible brand mention-there’s an inverse relationship between recall and engagement. While 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.
Google Finds Only One in Two Video Ads Across the Web Have a Chance of Being Seen
Second Screening During TV Time-It’s Not What You Think
Second Screening During TV Time-It’s Not What You Think
…The takeaway is that a major portion of digital activity during TV shows has nothing to do with the show or the commercials. People simply drift away from the program and do other activities on their devices.