Agency Tries to Make an Ad That’s All but Unskippable as YouTube Preroll

Doing more in those precious first five seconds

The numbers don't lie: When a YouTube preroll ad comes on, users are primed to click the "Skip Ad" button the very millisecond it appears on screen. Research says 94 percent of preroll gets skipped shortly after the first five seconds (which are unskippable). And frankly, that number seems low.

@nudd Tim Nudd is a former creative editor of Adweek.