Ford's Road Safety Ad on YouTube Shows That Buckling Up Takes Seconds
Laura McQuarrie — August 5, 2014 — Autos
References: adeevee
In response to the high death toll rate in South Africa over the holidays, Ford's road safety ad takes advantage of the few seconds on a YouTube pre-roll ad that you can't skip.
Most users are quick to click the "Skip Ad" button as quick as they can, but this particular pre-roll advertisement makes the most of those five seconds that you're forced to watch before you can take any action. The ad shows a seat belt being buckled and the ad is simple paired with text that notes that the action is part of "A few seconds you just can't skip." After this incredibly short ad, YouTube users are able to skip the ad as usual, and hopefully the message hits home with enough people to get them to buckle up for their own safety.
Most users are quick to click the "Skip Ad" button as quick as they can, but this particular pre-roll advertisement makes the most of those five seconds that you're forced to watch before you can take any action. The ad shows a seat belt being buckled and the ad is simple paired with text that notes that the action is part of "A few seconds you just can't skip." After this incredibly short ad, YouTube users are able to skip the ad as usual, and hopefully the message hits home with enough people to get them to buckle up for their own safety.
Trend Themes
1. Interactive Pre-roll Ads - Opportunity to create engaging and memorable pre-roll ads that capture viewers' attention in the first few seconds.
2. Utilizing Forced Attention - Leveraging the limited time viewers are forced to watch pre-roll ads to deliver impactful messages.
3. Micro-content Marketing - Creating concise and effective ads that convey the message within a short duration.
Industry Implications
1. Automotive Industry - Opportunity for car manufacturers and road safety organizations to produce impactful pre-roll ads to promote safe driving.
2. Advertising Industry - Opportunity for advertisers to innovate and experiment with interactive pre-roll ads that maximize audience engagement.
3. Digital Marketing Industry - Opportunity for digital marketers to explore the potential of micro-content marketing strategies in capturing viewers' attention and conveying messages effectively.
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