When buying a digital media video format, the option to skip the ad is almost always given to the user watching the ad.
For this reason, it’s important to Hook Immediately.
What is a hook? It’s the very first thing that happens in your video. You have only about 3-5 seconds to hook, so this can get a little clickbaity, but it doesn’t have to.
This applies to all types of video ads online, even non-skippable ones. The reason is that a non-skippable ad is still ignorable by the user, and in our multi-device world, that’s usually not hard for them to do. Many users even mute or look away from their devices when a non-skippable ad is playing.
Examples:
Old way vs. new way:
“You’ve heard of the ways people usually come at weight loss: Eat less carbs and starve yourself every day…We’re not so interested in that…”
My story:
“Hey I’m Jason. Are you like I was? I used to wake up every morning too tired to even get out of bed and face the day. I was sluggish, unmotivated, and desperate to do something about it, but not sure what…”
Imagine…
“Just image: The perfect small business that you could start. What would that look like?…
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