The YouTube ad that you will refuse to skip

#AnAdvertADay #Day67

We all hate those consistently annoying YouTube ads that have been hindering our viewing experiences ever since the inception of the website. When a YouTube preroll ad comes on, users are primed to click the “Skip Ad” button the very millisecond it appears on-screen. It’s like an instinct or maybe we’re just conditioned to doing that now.

Research says that a whooping 94% of preroll YouTube ads get skipped shortly after the first five seconds. Well, it’s not a surprising statistic really.

The seemingly obvious solution is to make the first five seconds so compelling that people have to watch the rest—rather than just post your TV spot and hope for the best, which is what most brands end up doing to save resources and budgets.


Breaking through the monotonic pattern, ad agency Nail in Providence, R.I., did a simple but brilliant experiment. It tried to come up with an unskippable YouTube preroll ad. An ad that the user would ‘choose’ to ‘not’ skip.

The video isn’t very subtle which is why it works so well. It’s also super low-budget. Yet it got a view rate of 26 percent, which is very impressive going by the average 94% skip rate. There’s much to learn from this ad.

I don’t want to give you any spoilers so watch it to believe it –


#Day25 – Adopt a Pet To Complete Your Home.


In a new awareness campaign ‘Home for Hope’, local animal advocates – Animal Lovers League shelter and the Save Our Street Dogs shelter – are playing up the idea that no home is complete without a pet. They are trying to reach potential new adopters through partnerships with Ikea and a growing number of furniture stores.

For the campaign, they took photos of adoptable dogs in order to make life-size cardboard cut-outs and place them throughout Ikea showrooms.


The idea was to let shoppers, visiting select Ikea stores in Singapore,  envision what a new canine companion would look like, hanging out in their homes. In turn, they hoped to instil the idea in them and inspire them to adopt a pet.


Shoppers could scan the QR code and get information on the scanned pet along with the other pets that were up for adoption, on their website.


With a limited budget, most animal shelters can only afford to voice their messages using social media. But the usual problem is that their followers are pet lovers, and most already own pets. Hence, adoption rates are low. By tying up with prominent furniture stores, the problem of awareness amongst potential adopters, increases.

Why I absolutely love this idea is because, very rarely, you see campaigns that are so perfectly positioned to reach your target audience. The fact that you get a sneak peek into how your house would look like with a pet, is an image that will imprint in your brain and become a trigger quite instantly.

And hey, those dogs are so adorable!
You can watch the case study video here :