What are the solutions to minimize the number of viewers who click the "skip" button on video ads?

The rapid development of technology and digital platforms has led to the proliferation of advertisements from everywhere, from YouTube to Facebook. However, most viewers tend to quickly skip ads. Why is this the case? What are the solutions to minimize the number of viewers who click the "skip" button on video ads? 

6 Reasons Why Viewers Skip Ads

Online advertising is the most common thing on social media platforms like YouTube, Facebook, Instagram, and Twitter. However, it's also the thing viewers least want to see while watching a video. Gradually, this has become a habit for many people, creating a trend of "ad avoidance."

Actions considered to be taken to avoid ads include: clicking the Skip Ads button, quickly leaving the page or closing the tab when seeing an ad, installing ad-blocking software, etc.

According to a survey by ORC International, among more than 1,015 adults, approximately 90% of ads at the beginning of videos and 65% of ads in general on the YouTube platform are skipped. There are several reasons for this, specifically the following five:

• UnrelatedMost advertisements appear randomly, leading to a lack of relevance to viewers. Advertisements that don't match viewers' needs and interests will certainly be skipped after the first few seconds.
• Repetitive advertisingOnline viewers are gradually becoming "fed up" with traditional advertisements that are repetitive, uncreative, and uninnovative. Since everyone wants to see something new and unique, it's inevitable that they will skip boring ads.
• Lack of creativityCreative content is key to attracting viewers. Therefore, ads that are frequently ignored are certainly those with boring content that fails to evoke emotion or encourage viewer interaction.
• Video durationThe length of a video advertisement also plays a crucial role in determining whether it will be skipped or not. Certainly, advertisements with boring and lengthy content will not be able to attract the viewer's attention.
• Advertising is saturated.In this age of information overload, viewers are bombarded with countless advertisements from various sources every day. This has led to a saturated advertising market, causing viewers to lose interest in ads and habitually ignore them.
• Feeling annoyed when interrupted.The increase in the number of people using ad-blocking software or subscribing to ad-free video streaming packages, such as YouTube Premium, shows viewers' "fed up" with ads. At the same time, this action also demonstrates that today's viewers want to control their online experience on the internet. Advertisers need to respect viewers and should not let ads disrupt the video viewing experience.

What solutions can help viewers avoid skipping ads?

To minimize ad skipping, it's crucial to make your video ads engaging. Here are four tips to help your ads be well-received and easily reach users:

Increase the level of personalization.

The best way to get viewers interested in your video ads is to ensure they appear to the right people. Many tools are now available to help you research and measure the market, target audience, interests, needs, or simply things users dislike.

Based on this, you and your business will have real-world data that will help you produce relevant advertising content and deliver the right message to the right audience.

Creative and intriguing content.

Starting now, create different kinds of advertising videos. Instead of traditional ads that focus solely on introducing the product and grabbing viewers' attention, change your strategy and create videos with creative, fresh, and unique content.

Nowadays, many brands choose to attract viewers with intriguing information right from the first few seconds. This helps them stay and watch the video longer, or even watch it to the end.

Additionally, you can tell your audience a story that subtly incorporates your product/service. Relatability and empathy are key to keeping viewers engaged and even deeply remembering your brand. Or simply, it's a way to keep them engaged longer, preventing them from skipping the ad after just 5 seconds.

Appropriate video length

According to a survey, advertisements that are of moderate length, concise, and convey a clear message within the first few seconds are highly effective. Viewers easily grasp the information you want to convey, making them hesitant to press the skip button.

Place ads appropriately.

To avoid causing viewers annoyance due to interruptions, brands and businesses need to conduct more thorough research on the relevant video formats on the platform. This will help determine the optimal number of ads to place, how to position them, and the appropriate frequency to avoid causing discomfort to viewers.

To date, the habit of skipping ads remains very common among the vast majority of internet viewers. To minimize this, businesses need to research and understand the insights, psychology, and habits of their customers. They must respect this desire of viewers and find ways to improve the quality of their advertising videos to make them increasingly engaging.