How Do You Avoid Ad Tune-Out? Turn Ad-Skipping into a Game
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: Ad Tech, Are You a Human, Complex Media, PlayThru for Video, PopSugar, Startups, TubeMogul, Video Advertising