Ten Seconds to Engage
By Austin Freeman
How engaging and relevant is your video advertising? What if I told you that only the first ten seconds truly matter?
According to the newly released RevJet Ad Experience Sentiment Report (AES Report), half the respondents of all ages will have already dropped off ten seconds into viewing a compulsory ad, and 75% will have dropped off after twenty seconds.
The AES Report is a first of its kind report to reveal the behavior and sentiment of over 1000 consumers on digital advertising and online shopping. The Report was created by RevJet to help marketers identify trends and keep their fingers on the pulse of how consumers actually feel about advertising experiences.
The fact that 50% of viewers will close the website ten seconds into an advertisement is especially astounding when remembering that the ad is a gatekeeper to content that the consumer was actively choosing to view. In other words, consumers are so averse to video ads that half refuse to watch more than ten seconds in a medium expected to be the best scenario for marketers hoping to reach a captive audience.
Adding to this challenge, 97% of people will skip ads when given the opportunity. This even more underscores the importance of making sure that the first five seconds of video creative contains the critical messaging elements. We encourage experimentation with different creative concepts, copy, and length in order to understand what resonates best with each audience segment.
It’s also important to know who is most likely to pay attention to your online marketing campaigns. Those under 45 years old are almost three times more likely to focus on online advertising as compared to people over 45. However, if you are under 45, you’re likely to take less notice of Facebook ads than online ads, but are still paying twice as much attention to them as older viewers. When targeting older generations, utilize ads that are high-impact and interactive to grab their attention.
Driven by younger generations, online shopping has moved to the smartphone. While it’s not a big surprise that less than half of consumers 45 and older use their smartphone as their primary shopping device, those under 45 are 80% more likely to purchase items online with their smartphone. This presents a major opportunity to drive a sale at the moment of influence with the right creative experience.
When shopping online, which inherently involves the transmission of sensitive financial information, privacy continues to be a concern across all generations. According to the AES Report, over 80% of all age sectors report that it is a focus for them when shopping, and this unease is permeating through the industry. For example, Chrome, the most used browser in the world, recently pulled the plug on old Symantec HTTPS certificates in order to better protect its users’ data.
These statistics can be extremely helpful for marketers in their initial planning of campaigns in order to target based on known consumer behaviors. However, to achieve true success, brands need to continue the progression by iterating on what works, while dropping what doesn’t.
With RevJet, marketers take control over their ad experiences, ensuring that their creative is customized and personalized to each audience demographic, media channel, device, and more. This test don’t guess method has proven to be successful and efficient for the modern data-rich marketer.
Please see the corresponding infographic for this sentiment report here: https://www.revjet.com/ad-experience-sentiment-report