Those 15 second pre-roll adverts are becoming increasingly grating to my ears. I typically hit mute or close the tab until they’re finished before getting on with the video.
According to Ari Jacoby, the CEO of Solve Media, less than 2% of users engage with a typical pre-roll ad. “Consumers skip about 70% of pre-roll ads and generally tune-out otherwise,” he says.
This is why Solve Media has decided to apply its CAPTCHA-alternative, ad technology to online videos. Now, instead of watching pre-roll adverts, you can skip them by typing a branding message into a pop-up text box. Jacoby says Solve Media’s pre-roll type-in ads generate over 15% engagement. (Data from over 20 campaigns.)
“With our platform, consumers get to their content faster, publishers offer a better user experience without hurting their wallets, and advertisers get maximum memorability. Feedback has been very positive. Agencies and advertisers like that we can basically “insure” their pre-roll ad campaigns and guaranteeing attention,” he says.