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Chris Riquier

TNS

Who's seen the 5 second creative?

It's been bugging me for a while that there are only a handful of ads which have been created for, or successfully edited for, the 5 second pre-roll on YouTube. As with anything there are always the brilliant case study examples such as the (several years old now) VW auto transmission ad which automatically skips ad for you. However, a test I ran in February 2015 in a couple of Asian countries identified between 20-40% of ads with no identifiable branding in the first 5 seconds, after which 94% of people hit the skip ad button. Most of the executions were clearly TV spots, dropped straight online with no consideration for the altered dynamic of "interactive" advertising. I'm not an ad man, but would love to hear some people from the agency or creative side discuss this and likewise hear from any advertisers who are utilising this medium.

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