This 'Weed B Gon' Pre-Roll Ad Lets Viewers Skip to the Action Early
Laura McQuarrie — April 28, 2016 — Marketing
References: adweek
Most pre-roll ads YouTube require viewers to sit through a portion of the advertisement before they are able to proceed—this is true of the newest Weed B Gon advertisement from Scotts, but the brand added in a new way for viewers to get to the action quicker.
While it takes a while for the "skip" button to appear, a "kill" button appears as an annotation just a few seconds in, following a scene where Prickly the weed begins biting a person's leg. Pressing the annotation skips ahead to the point in the ad where Prickly is being sprayed with Weed B Gon and meets his demise, effectively speeding up the pre-roll ad.
Although pre-roll ads are extremely condensed, they are becoming formats for advertisers to experiment with ways that make them unskippable, playable or like this one, fast-forwarded.
While it takes a while for the "skip" button to appear, a "kill" button appears as an annotation just a few seconds in, following a scene where Prickly the weed begins biting a person's leg. Pressing the annotation skips ahead to the point in the ad where Prickly is being sprayed with Weed B Gon and meets his demise, effectively speeding up the pre-roll ad.
Although pre-roll ads are extremely condensed, they are becoming formats for advertisers to experiment with ways that make them unskippable, playable or like this one, fast-forwarded.
Trend Themes
1. Interactive Pre-roll Ads - The trend of interactive pre-roll ads offers opportunities for advertisers to engage viewers and make their ads more memorable.
2. Enhanced Viewer Experience - Enhancing the viewer experience through innovative features like skip buttons and annotations allows brands to capture and retain audience attention.
3. Creative Ad Formats - The rise of creative ad formats like fast-forwarded commercials opens up new avenues for advertisers to deliver their message in a captivating way.
Industry Implications
1. Advertising - The advertising industry is poised to leverage interactive pre-roll ads to create more impactful and engaging campaigns.
2. Technology - The technology industry can develop new tools and platforms to facilitate the implementation of interactive features in pre-roll ads.
3. Entertainment - The entertainment industry can explore creative ad formats to monetize video content while maintaining viewer satisfaction.
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