The 5-second Rule of Digital Video Advertising

Have you heard about the 5-second rule? This is not related to a food you just dropped but the 5-second rule of video ads. If you haven’t heard of it, you’re in the right article.

You must be familiar with the “Skip Ad” button we see when we watch a video online particularly on youtube. We normally smash that when given a chance and usually, that chance appears after 5 seconds from the start of the video ad.

This button allows you to skip the rest of the ad and proceed to watching your desired video.

As digital video advertising continues to dominate, it is as well considered the most complex way of digital advertising, why? Because it is a video – audio – text – redirecting link all combined in one medium and with that, it requires higher internet bandwidth than of the pictures, articles and audio alone.

But how do marketers find this strategy?

Cisco says that as of 2017, 75% of the global internet traffic is based on video viewing and is expected to grow to 82% by 2022 which means people spend a lot of time watching videos and in fact, according to Unruly, when a viewer enjoys the content, the purchase intent increases by 97% which means VIEWERS LEADS TO SALES!

This proves that your 5 second-intro is the most important part of your video ad because it sells the rest of it and determines whether or not your ad shall be skipped! And who wants that?

You only have 5 seconds before skip ad appears so you must:

5. Intrigue your viewers

First things first, create a great content and start it with an intriguing intro. If you have a story to tell, show it after 5 seconds. Remember, you must keep them curious for at least 5 seconds and let the rest of the video deliver your message.

4. Make it understandable even without audio

Video is always better with sound but there are instances that they’d have to watch the first 5 seconds without sound, so if you missed catching their attention within 5 seconds, BOOM! You’re skipped!

You can add subtitles if you are to tell a story or pop some texts maybe.

3. Make it short!

You don’t wanna scare your viewers by the length of your ad, do you? Sometimes, just by seeing the length of the video seems to be too much to watch especially if it just popped out.

2. Focus on bringing value

Show people the relevance of your product. You can use the most powerful tool of communication – emotions, the fastest way to your target viewers’ heart. And lastly…

1. Seal your video with a sweet call to action.

Since you have just keep your viewers from hitting that button, end your video with a key statement of what you want your target viewers to do after watching your ad, it can be “visit our website”, “buy now” or share this blog with your friends because