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

Doing more in those precious first five seconds

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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.

The seemingly obvious solution is to make the first five seconds so compelling that people have to watch the rest—rather than just post your TV spot and hope for the best.

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