In a recent article, Daisy Whitney commented on the IAB’s recent support for skippable video ads.
According to Ms Whitney, “While the prospect of skippable ads is becoming a divisive issue in the online video business, it’s also simply inevitable.”
I like the word “inevitable.” Because the secret to success in any business is to make the inevitable invaluable.
If the ability to fast-forward through ads—giving the viewer the ability to watch only as much of the commercial as the viewer likes—becomes inevitable, then the marketer’s job is to find the value in that.
What does a marketer learn when a viewer watches only ten seconds of their ad versus all thirty or sixty seconds?
Exactly how involving or engaging that commercial was.
The view duration of the spot is actually the Return on Involvement the advertiser is getting for that piece of creative.
I would argue that the higher the Return on Involvement, they higher the Return on Investment for the entire marketing budget.
There are two costs to any marketing budget. The manufacturing cost of the creative itself. And the cost of distribution.
Return on Involvement refers only to the cost of manufacturing.
Return on Involvement also gives advertisers a metric with which to hold their creative agencies accountable.
If Return on Involvement is low, so should be the amount of money they pay the agency for their effort on that particular project.
If Return on Involvement is high, so should be amount of money they pay the agency for their effort on that particular project.
By allowing viewers to control their time spent with a commercial, it allows creativity to become accountable.
That’s what marketers have always said they wanted.
And that’s why marketers should embrace skippable ads.