The trend of non-skippable video ads

Love it or hate it? 

Imagine this, you want to watch the next episode of your favourite show or listen to your favourite music, but before that you're held up by an ad that you just can't skip. We've all been there. You feel like you're wasting precious seconds of your life while marketers wash their hands over the reach of their campaign.

Non-skippable ads evoke different emotions. For marketers, it's the gold standard - guaranteed contact with the audience. But for audiences, it sometimes means an uncomfortable trade-off. But why are these ads so popular and what do they actually deliver?

How do non-skippable ads work? 

Non-skippable video ads are a format that the viewer must watch in order to continue watching the content. They most often appear before the video, but sometimes in the middle or after the video ends.

These ads are usually between 6 and 15 seconds in length and aim to engage the viewer with a strong message or emotion. This format offers significant benefits:

• The viewer's full attention: The ad cannot be skipped and therefore marketers get 100% of the viewer's time.
• Higher memorability: Short formats tend to be more intense and easy to recall.
• Delivering the key message: Your brand stays in the viewer's head through mandatory viewing.

Why are non-skippable ads effective? 

Non-skippable ads work primarily because they can grab attention and convey a specific message. They are designed to be time-saving, yet direct.

According to statistics, this format usually has a higher conversion rate than skippable ads. That's because the viewer is forced to pay attention, even if only for a few seconds.

But what about audience frustration? 

Yes, non-skippable ads are not without fault. They can be an annoying barrier that spoils the user experience. That's why it's important to make them creative, entertaining and valuable. An ad that entertains or surprises will win over viewers more easily than one that comes across as cheesy.

How to get the most out of them? 

If you're a marketer and you want to benefit from compelling advertising, there are a few key factors you should think about:

• Creativity: Be original and differentiate yourself from the competition. 
• Targeting: Make sure the ad is reaching the right audience.
• Relevance: The message should be valuable to the viewer.

Conclusion

Unsurprising ads are here to stay. They are effective, but require a sensitive approach so they don't lose popularity. If marketers focus on quality content and appropriate targeting, they can gain not only attention but also the trust of viewers.

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