What is ad skipping? How should advertisers deal with ad skipping?

video advertising Ad skipping is the act of skipping over advertisements that are played before, during, or after video content. Often as an video ad serving setting, a video ad is skippable after about 5-10 seconds. Most of us have seen and clicked on “Skip Ad” button many times. Here are some examples of ad skipping: skipping a pre-roll ad before watching a video; skipping a mid-roll ad on a streaming service while watching a long TV show or movie; skipping a post-roll ad after watching a video on a website.

Why do people skip ads?

There are many reasons why people skip ads. Ads can be interruptive and annoying, especially when they are played repeatedly and are not interesting. People may not have time to watch ads, especially when they are trying to watch a specific video or looking for something. Ads may not be relevant to the viewer's interests, making them more likely to skip them. Some people skip ads out of habit, even if they are not particularly annoyed by them.

What can advertisers do?

Ad skipping can be a controversial topic. Some people argue that it is unfair to advertisers, as it prevents them from reaching their target audiences via ad serving. Others argue that ad skipping is a natural response to the increasing number of ads that people are bombarded with on a daily basis. Ad skipping is a challenge for advertisers, as it reduces the exposure of their ads. However, there are a number of things that advertisers can do to reduce ad skipping.

Create engaging and relevant ads

Ads that are well-made and relevant to the viewer's interests are more likely to be watched. This can include using compelling headlines, high-quality images, and interactive elements to make ads more interesting and memorable. Shorter ads that are precise and to the point are less likely to annoy viewers and more likely to be watched in full.

Target effectively

Another way to deal with ad skipping is to apply effective ad targeting settings in your ad server to target the right audiences. By restricting ads to the right time, place and users who are most likely to be interested in the products or services being advertised, advertisers can increase the likelihood that the ads will be seen and engaged with. By targeting ads to specific audiences and personalizing them based on user data, advertisers can increase the relevance and value of their ads, making them more likely to be watched and remembered.

Use ad formats that are less prone to skipping

Some ad formats are less prone to skipping than others. For example, native ads, which are ads that are integrated into the content of a website or app, are often less likely to be skipped than banner ads. By serving ad formats that are less prone to skipping, advertisers can increase the chances that their ads will be seen by users.
Posted in Video Ad Server Ad Strategies by Watson F October 02, 2023


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