Most pre-roll ads cannot be controlled by the viewer. Which means, viewers can’t fast-forward the commercial. If they want to get to the content they actually want to see, they have to sit through the commercial.
To lessen this inconvenience, 65% of all pre-roll spots were fifteen seconds in length. Thirty-second spots made up the balance.
The 15-second spots had a 77% completion rate. Which means 23% of viewers said, “Screw it,” and left without seeing the content they came to see.
The 30-second spots had a 64% completion rate.
So here’s the question. Of those 36% who left before seeing the content they came to see, how many said, “F#@$” Off” Ford, Charmin, AT&T (put advertiser’s name here) as they were leaving?
Advertisers will argue that that’s the price they have to pay to advertise online. But is it?
It’s one thing to live in denial with broadcast advertising and make believe that everyone who is exposed to the commercial sticks around to watch it. There is no concrete data that says otherwise. The fact is, marketers don’t want data that says how poorly their ads are being received in the marketplace.
Absence of data means they can’t get fired.
Is a 36% abandonment rate cause for firing?
Is a strategy that says let’s upset 36% of our customers into buying our product, really a good strategy?
When told by their agencies that it’s the best they can do, CMOs need to start telling their agencies otherwise.
Or better yet, cut the agency off before they finish.
It seems only fair.