Data & Insights

Here's How You Can Optimize Preroll Campaigns for the Best Possible Response

6-second ads might be the solution, according to a new study

pre-roll-camp-CONTENT-2017 — Sixty-five percent of people skip preroll ads, so how do you optimize the time you have with viewers?Getty Images

People are all about skipping ads, but that doesn’t mean those ads aren’t effective. In fact, there are some creative ways advertisers can make their ads even more memorable.

Magna, the intelligence and investment arm of IPG Mediabrands, and IPG Media Lab released results of a study of preroll ads. The report “used experimental design to replicate online video experiences in order to measure attention, emotional response, and impact on traditional brand metrics for skippable preroll ads,” according to the company.