That's not true - I'll repost my comments from the earlier.
I would be all over YouTube video pre-roll. If I had the resources to produce engaging ads.
---Pre-roll is a top of the funnel digital marketing so I would use it mainly to raise awareness.
- 52 percent of consumers say that watching product videos makes them more confident in online purchase decisions. (source: Invodo)
When I skip a video pre-roll ad, it's because the ad didn't grab my attention within the first few seconds. The times that I didn't click the "skip ad" was when the first five seconds were engaging enough for me to want to continue watching.
Like most channels of advertising, pre-roll is interruptive and many times annoys people. Sometimes enough to undermine your branding. But if you do it well, you could be providing the viewer an engaging, even helpful break to someone that may lead to becoming a conversion or customer.
In the world of online/digital marketing, we've become accustom to a quick form conversion or a fast ROI that we often forget about raising awareness.
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Be careful not to get tunnel vision and focus OR THINK that one channel of advertising / marketing is going to get the job done. Would I run Pre-Roll without have the same campaign message amplified across other mediums? Likely not.
Has anyone seen the Loctite #winatglue campaign?
[media=youtube]FZoXabE2Rok[/media]
This was aired on Jimmy Fallon last night, I was rolling. I was on Youtube this morning and it was a Pre-Roll video. Guess what I didn't do?? I didn't click the Skid Ad button. And the next time I need some industrial glue, there's a high chance i'll be purchasing Loctite.
In order to engage on video (especially Pre-Roll) you need to be off-the-wall and memorable. You need to have a strong campaign. NOT the typical $299 lease payment, home of Tires Forever program - family owned for 1000 years #CRAP.
*Though I bet a good agency could potentially come-up with an engaging and funny message around Tires For Life. :
STOP measuring the performance of your marketing / traffic driving / branding campaigns based on 1 channel, one frequency alone. You'll NEVER be as successful as you could be if you do not.
