How Do You Avoid Ad Tune-Out? Turn Ad-Skipping into a Game

/ Feb 18, 2014


Ad tune-out is a major issue in online video advertising. No matter how many pre-rolls a publisher seeds in front of video content, no matter how entertaining that piece of ad content is, it’s relatively easy for the viewer to flip to a new tab and not pay attention.

To solve this problem, Are You a Human*, a Detroit-based digital ad tech startup, is launching PlayThru for Video, new product that helps viewers skip ads and get to the content they want to watch, in exchange for quickly interacting with the brand.

Think of the product, which is available as an add-on for existing pre-roll campaigns, as a TrueView unit for all video publishers. Except, instead of requiring viewers to wait five seconds before choosing to skip the ad, all they have to do is perform an action unique to the brand. For instance, the add-on for an ad from Quicken Loans would ask the viewer to drag a “Sold” sign to a home. Once viewers do that, they go straight to the video they wanted to watch.

This method, of turning the “skippable action item” into a brand-centric activity, works, according to Are You a Human. The startup says that data from user testing shows those who engaged with PlayThru for Video remembered a brand as much as those who watch a full pre-roll ad, but demonstrated 33% more favorability toward the brand.

“Pre-roll videos are effective when they’re watched, but we all know that the majority of users tune out or do something else until the ad finishes,” said Reid Tatoris, co-founder of Are You a Human. “PlayThru for Video enables advertisers to not only deliver their message to real people, but also to get those people actively engaged. And since PlayThru allows people to get to their desired content faster, users are happy with the brand rather than annoyed.”

It’s a decent pitch, one that allows publishers to earn revenue even if a viewer chooses to bypass the ad.

And Are You a Human has locked in several top sellers to use the product. Launch partners include Complex Media, TubeMogul, and PopSugar

* If you’re wondering why the startup is called Are You a Human, the company’s flagship product is an ad-verification solution that — you guessed it — determines if a viewer is actually a viewer. This product is currently used by more than 7,000 websites, with the startup claiming that it verifies over 7 million “real humans” per month.

Tags: , , , , , , ,


Pioneering Hip Hop Exec Lyor Cohen Joins YouTube as Global Head...


Legendary Digital Reveals Alpha Subscription Service Launch...


Time Inc. Teams with Digital Comedy Producers Jash for Branded Content

Amazon Logo

Amazon Greenlights Three Comedy Pilots as Series

Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!

How the Cartoon Network Combined the Best of VOD and Linear TV...


Jukin Media Goes Viral for Brands with Ethos Division Launch

Streamy Awards

Streamy Awards Trade In VH1 for YouTube, Again


Matching Ads to Videos Not So Simple, According to Zefr’s...


Plug Pulled on Canadian SVOD Service Shomi


What’s Trending on the Twitter Sale

Machinima Logo

Machinima Teams with SiriusXM for Daily Esports Radio Show


AwesomenessTV, Vice, Complex to Power New HearstLive...


VIDEO: ‘Dirty 30’ Confessions with Stars Hart,...


Facebook Says It’s Sorry It Vastly Overestimated Video...


Pilgrim Media Group CEO Craig Piligian (‘The...


Heroes or Rats?: YouTube Unveils New Program for Creators Who...

Vessel says it's doing well in its first month

Why Verizon is Pursuing Vessel, the...


How Canvs Media is Harvesting Emotional Insights on YouTube,...


Marlon Wayans Getting ‘Naked’ for Netflix with Regina Hall


HuffPost RYOT Launching Virtual Reality Comedy Series and News...


YouTube Launches #voteIRL Campaign Targeting Digital-First Generation


How Top YouTubers (incl. Tyler Oakley & Meghan Rienks)...


Charlie Sheen to Star in Crackle Feature ‘Mad Families’


Gunpowder & Sky Buys Distributor FilmBuff As Vision for...


Toy Freaks Top Viewed YouTube Channel in August According to...


Emmy Wrap-Up 2016: Jeffrey Tambor (‘Transparent’)...


Twitter Scores 2.1 Million Viewers for Thursday Night Footall Kickoff


Vloggers Not Unique Snowflakes: 90 Million Flag YouTube Videos...

Mode Media

‘Billion Dollar Startup’ Mode Media Shuts Down


Who Is Winning The Marketing Revolution And Why?


Netflix Orders ‘She’s Gotta Have It’ Series...


What Is ‘Swedish Dicks’ and Who Is Selling It?


How GMC is Using the AOL Series ‘Seamlessly She’...


Liberty Global to Put Netflix on Set-Top Boxes in 30 Countries


Getting to the Spine of VR’s Monetization Challenges with...


Meredith Hosted Its Own “Front” Stacked with 20 New Series


Verizon and Hearst Move and Seriously.TV Under...


Twitter Launches Live Streaming Apps for Amazon Fire, Apple TV...

YouTube Community

YouTube Fights Back Against Social Media Rivals with Community Feature

Casual Hulu

Vimeo Opening Television Store with Lionsgate Content, Launching...