It may seem obvious, but YouTube users who both see and hear ads for more than 3 seconds experience higher brand awareness, higher ad recall, and higher consideration than those who only see or only hear ads. The need for a way to both view and hear an advertisement makes video advertising on YouTube the perfect platform, but you need to make sure your ad is engaging enough that the viewer pays full attention to it.
Exposure < Being Heard
According to Think with Google, users who see and hear an ad are 3.8 times more likely to experience brand awareness than those who only hear it, and 1.6 times more likely than those who only view it.
Viewers who see and hear ads are 2.7 times more likely to have ad recall than those who only hear it, 1.4 times more likely than those who only view the ad.
Know What Viewers Want to Watch
The need for viewers to both view and hear an ad means that you need to create engaging content that the viewers want to both watch and listen to. Users who watch ads for more than three seconds experience 2.3 times more brand awareness that those who view it for less than three seconds. Those who view for more than three seconds have 1.9 times more ad recall. Those who view for more than three seconds have 2.1 times more ad consideration.
When choosing whether to use a TrueView ad or bumper ad, keep in mind that knowing that there is the option to skip a TrueView ad after 5-seconds on YouTube can improve viewers’ overall experience with the platform, while still giving advertisers the chance to convey a memorable message and catch viewer’s attention within the first few seconds.
If you engage the viewer enough for them to watch and listen to your entire ad, they are more likely to click through your ad or visit your website for further information.
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By MassLive Media Marketing