Youtube Brandcast: New unskippable format launched, 30s TVCs ‘least effective’
Mel Silva kicked off and closed Brandcast (Mumbrella)
Youtube introduced an unskippable 60-second ad during an upfront event where the traditional 30-second TVC was disparaged as the least effective kind of video advertising.
Google’s video platform was celebrating its 20th birthday — and making its case to an audience of around 600 media and marketing people — at the Youtube Brandcast event in Sydney on Wednesday night.
The night saw influencers discuss their creative process and marketers praise the power of Youtube in heavily scripted conversations and videos that repeatedly hit the talking points of audience engagement and ROI.
Sam Fricker drawing attention to his assets (Mumbrella)
Surely someone, somewhere realises that making ads “unskippable” will simply make the viewer hate the brand with a white-hot intensity?
Really looking forward to sitting through 2 bumpers and a full 60-second unskippable on a 5 minute video…
“The 30-second ad is … too long if we’re forced to watch it.”
… “So we’re announcing the introduction of 60 second unskippable ads!”
GENIUS.
This is nothing but Pure greed
The 60″ unskippable has nothing to do with ad formats, it’s all designed to nudge people towards premium accounts.
I hate YouTube unskippable ads. Makes me despise the brand with vengeance!
Any vendor selling this rubbish format needs to take a good long hard look at themselves.