Ads can be intrusive. That’s why it’s essential to follow best practices to ensure viewers pay attention and take something away from the viewing experience. One good rule of thumb is video length. Regarding pre-video ads, 46% of people think that ads should only be one to 15 seconds long. And even then, 56% of people will skip those ads when they can.
So what do successful production agencies do to ensure they have their viewers’ attention in fifteen seconds or less?
About 15 Second Ads
Before diving any deeper, let’s quickly cover where such short ads are important. 15-second ads might appear on youTube and Facebook where they preface videos and are often entirely unskippable. The good news for marketers is that this means your audience will most likely watch the whole ad. The bad news is it means you have to compete against the competition and against the audience’s instinct to find your ad annoying and intrusive.
The last thing you want to create is a negative impression. That’s why any production agency has to tune in to the target audience's needs and find a way to make those 15 seconds entertaining and worthwhile.
Creating Effective 15 Second Ads: Best Practises
Without further ado, here is what to keep in mind if you want to create standout 15-second ads.
Capture Attention Instantly
The first 3 seconds of a video should already grab the audience’s attention. This can be done through popping colours, exciting sounds and aesthetic images. Combine these elements to create instant brand awareness and get creative to make your message snappy and punchy.
Don’t Overwhelm
15 seconds is not a long time. Your video needs to capture attention and make a long-lasting impression. Still, it simply doesn’t have time to highlight every product feature or dive into in-depth information. Make sure that your ad keeps it simple and not too much happens at once. Viewers should not have their senses overwhelmed with too many impressions in such a short period.
Sound design is also important here. Anything too noisy or distracting might detract from your message.
Leave Customers Wanting to Know More
Let your short ad inspire curiosity. You don’t need to tell your audience everything. You just need to make them curious enough to look you up in their own time. An intriguing short story is a great way to raise engagement levels.
Use Brand Placement
Time is limited, so every second counts for raising brand awareness. Therefore, the most effective ads should have a product or brand item placed on a screen at least half of the time so that viewers know at all times what brand the ad is about.
Make Them Laugh
Humour is the best way to make an ad non-intrusive, and a joke can often effectively be told in just 15 seconds. A good joke is a great way to add value to your customers’ day and make it worth their while to have watched.
No Time for Guessing Games
15-second ads can be successful or a total flop depending on your understanding of the market, the competition, and your target audience’s personality. In addition, making such a short ad work is often more challenging than working with longer content. That’s why it's a good idea to leave these short ads to a production agency that is sure to make them compelling.
High Stakes Films is a creative production agency in London that can help your brand get its message told in just a few precious seconds. So get in touch today to start discussing your project.