Few things (aside from the nightly news) are more annoying than having to deal with Skip-Ads on “must see” video links forwarded by friends or colleagues.
I’ve got to believe marketers can find far more cost effective ways to:
A) Engage in an authentic conversation with key stakeholders
B) Not permanently enrage target audiences to the point where they won’t even consider buying a product or service because the damn YouTube ad is preventing them from seeing what they really want to see.
As you’ll read in this Marketing Land article (which, mercifully, contains no Skip-Ads) marketers are faced with two choices:
1.) Paying audiences to watch their bogus spots.
2.) Creating lavish, spellbinding serials that sell the product or service in question and entice viewers to actually look forward to the next thrilling episode.
Good luck with the latter strategy.
Personally, I’d reallocate the ridiculous amounts of creative and production costs necessary to churn out a memorable, snackable and watchable YouTube series and, instead, spend bucks on:
– Creating relevant and shareable social media content
– Developing way cool Apps
– Engaging with credible influencers (who seem to grow fewer as the days grow shorter)
– Investing in my integrated marketing channel of choice: public relations.
As far as Option One is concerned, marketers would have to put me on a serious retainer to get me NOT to press Skip-Ad (but, note to advertisers: I’m open to entertaining your best offer).
Until then, I shall continue to skip at will (and do so with equal parts relish and disgust).
And I sure hope you didn’t hit Skip-Blog right after reading my headline.