Make your video ad unskippable

They’re an impatient lot, across the ditch. Google research reveals that around four in five Australians like to be able to skip video ads they find uninteresting. That’s not to say that we kiwis are any less impatient, but it’s one of the nuggets to be found in what Google calls the Australian Marketers’ Guide to Creating Unskippable Video Advertising, released last last week.


Why should you care?

What’s good for Australian marketers is, we think, true for local marketers here who also want to make sure their video ads are not skipped.

So how do you make people want to watch your ads? Well, ahem, it’s simple really.

  • Don’t push your brand early in the video, unless you do so with panache.
  • Funny wins, where it fits your brand and message.
  • If you’re using music, results can be hit and miss.
  • Celebrities increase brand lift and view-through rate.
  • Be careful as to how you use creative elements such as animation and calls to action.

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About the Author Jeremy Templer

Jeremy is a Partner and Senior Consultant at SureFire. Jeremy has been working in search since 1996, when he joined the Australian search engine, LookSmart. After relocating to San Francisco, he was instrumental in the development of the company’s paid search ad platform. At analytics company Coremetrics (now owned by IBM) he established an in-house search agency managing campaigns for Coremetrics clients such as Macy’s, Bass Pro and Lands End. At Acxiom he managed members of the pioneering SEO firm Marketleap and worked with clients such as Capital One, American General Finance and Kaiser Health. Joining SureFire in 2009, he is the head of Paid Search Advertising and oversees the delivery of AdWords and other PPC campaigns. He also helps clients make sense of their website data.