Research Recap

Gaining Viewer Attention for Skippable Ads

Key Takeway

All advertising must compete for viewers attention, but skippable ads on online platforms such as Facebook or YouTube present a particular challenge. Advertisers using this format need to understand viewers’ incentives and balance curiosity versus entertainment to achieve modest outcomes such as basic brand awareness.

By using you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.