Platforms such as Facebook, YouTube and Hulu have become a highly profitable advertising space over the past decade, offering brands many media buying opportunities to play their ads before, during, or after content on the platform.
However, due to the high usage times for video streaming platforms, advertisers and brands have found themselves in a constant battle to acquire the full attention of users due to ad clutter and other content on the platforms. This highlights the importance of "the three-second rule," to catch consumer attention.
The general rule of thumb in digital advertising is that you must capture user's attention within the first three seconds of the ad or else you risk losing them completely. In fact, due to the high amount of ad traffic across the web, the three-second rule rings true for banner ads, social ads, and even digital radio/podcast ads.
Internet users often grow impatient when pre-roll advertisements are played before content, citing 90% of the online audience feeling inclined to skip ads or divert attention elsewhere. While this limiting time frame can be a challenge for brands, it requires advertisers to produce ads that drive engagement.
Thanks to data analytics and advanced audience targeting technology on platforms like Facebook, marketers can adjust their media spend to ensure their ads are in front of an audience that is prone to engage with the ad. By placing advertisements in front of an interested audience, marketers can bypass the difficulty of the three-second rule and increase ad views, impressions, and engagement rates.
Thinking about complex audience targeting and your product's practicality with audiences help advertisements carry weight with their audience. This removes the stigma of ads being randomly generated and instead gives them a sense of credibility/interest for their audience.
Though it may seem like a gamble at times, digital video ads are still considered a practical marketing tactic. According to a 2017 study by IPG Media Lab, pre-roll video ads prove to be an effective way to increase brand awareness and prospective sales.
In comparison to other digital video ads, pre-roll advertising is considered less intrusive, making it the ideal way to advertise video compared to mid and post-roll ad formats.
With decades of experience in audience targeting, digital media buying, and more, Kingstar Media has all the knowledge to help your brand pursue an effective digital ad campaign. If you're interested in pursuing a targeted ad campaign that ensures engagement in the first 3 seconds, contact Kingstar today.