Capturing someone’s attention in a matter of seconds might sound like a complex creative challenge. But in the supersaturated media environment that people now live in, it’s crucial to your marketing. For a growing number of marketers, mastering the six-second video ad is a key component of their efforts. Luckily, the brands on the latest YouTube Bumpers Leaderboard — which features this year’s most-watched six-second bumper ads from across the globe — have some pointers.
Here is 3 tips to make your online content more effective:
- Don’t think of bumper ads in isolation. “The key to effective bumper ads was to stop thinking of them as a cutdown and instead see them as part of a larger campaign,” says Justin Pahl of AMV BBDO, which created bumper ads for Doritos.
- Keep the story simple. “Think about the problem consumers are facing and how you can help them tackle it. Then tell that story as simply as possible,” says Gorilla Glue’s Lauren Connley.
- Be contextually relevant. “We decided to dedicate 90% of our online video spend to creating and serving up six-second ads to people who had already shown an interest” in topics relevant to the brand, says Rice Krispies Treats’ Emily Minardi.
Read more: Think with Google