Google Research: One ad, three clips, guess which version of the "head-down" favorite?
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In the age of mobile connectivity, advertisers are asking questions as people increasingly use their phones to watch videos:
Does the ad content need to be tailored to different platforms?How do I interpret a brand story in a better and more novel way on my phone?
Let's do an experiment, right? When watching videos on YouTube, TrueView ads allow users to choose to skip ads five seconds after they start, and because users have "skip rights," only really attractive ads make users "can't bear to skip" and see the end. So the Google Art Copy and Code team teamed up with The Wave beverage brand, BBDO New York Advertising and OMD Worldwide to conduct the world's first "can't bear to skip" advertising experiment, hoping to answer advertisers' questions. One ad, three clips Come Alive, a teaser ad, has been a huge success on traditional media, with two months of views on YouTube's TrueView9 million times。 This experiment is based on this advertisement, edited separately3Different versionsOn YouTube, trueView ads are called to test which way of telling stories is more acceptable to mobile phone users. 1Classic version"Classic Edition" tells a story in 30 seconds, through the opening, process, the finale classic interpretation of how three men sitting on the sofa from the moment they catch a hot dance, even the dog together "Hey up", the last three opened the door out of the camera.
2Product versionTo prevent users from skipping ads and missing key messages, the 31-second version opens with a storm drink and showcases the brand in the first time. The huge countdown timer then attracts users to continue watching the hot dance content behind them.
3Entertainment EditionThe "Entertainment Edition" ad begins with an unspecified dance cut, no music and no clear storyline, followed by a burst of hot dance elements and witty graphic clips that make people curious and guess the end. The one-minute, 33-second version had little ad feel and abandoned the story structure, a novel and bold attempt.
Who's the winner? Views: "Entertainment Edition" is even betterWhile the three ads showed much the same reach, the longest-running "entertainment version" had a higher view than the other two26%。Tips: Unexpected ads give mobile viewers a sense of impact, attracting them to longer ads and more content. Brand Information Advances - Brand Awareness Increased?Although the "entertainment version" of the ad recall is 54% lower than the other two versions of the ad (perhaps because most people don't know it's an ad?). However, in terms of brand awareness, the effect of these three ads is similar, "entertainment version" is no worse than "product version".Tips: Putting brand and product information at the beginning of a video ad doesn't necessarily lead to an effective increase in brand awareness.
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