To make your ad memorable, make it skippable!
Researchers compared skippable versus non-skippable YouTube ads. Surprisingly, skippable ads were more likely to be recalled.
Why?
Because skippable ads give viewers control. After a few seconds, you must decide, should I skip or keep watching? That moment of choice forces you to engage with what’s on screen.
Non-skippable ads don’t. They are passive. You just sit there and wait for them to finish.
The study found that:
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In skippable ads, recall was highest when the brand appeared up front, before the skip button appeared. That means you should front-load messages with the best bits.
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In non-skippable ads, recall was highest when the brand appeared at the end. In this scenario, you’re better to tail-end the strongest message because that’s when people will be most engaged.
But I think this goes beyond advertising.
People are more attentive, more engaged, and more receptive when they feel in control.
When that freedom is removed, they’re likely to dismiss, disengage or directly oppose what’s being requested of them.
Wherever possible, reassure your audience that they can determine their level of involvement.
When we give people control, they reward us with their attention.
Ref: Belanche, Daniel & Flavian, Carlos & Pérez-Rueda, Alfredo. (2020). Brand recall of skippable vs non-skippable ads in YouTube: Readapting information and arousal to active audiences. Online Information Review.
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