Internet Marketing Digital_marketing_for_dummies | Page 252

from, such as another video or a blog post, after which you retarget them (we detail
retargeting in the latter half of this chapter) with video ads to make an entry point offer.
See Chapter 3 for more information about entry point offers.
Note that people are conditioned to skip YouTube ads. With the advertisements that play
before someone else’s video, like the one from GoPro camera company pictured in Figure
10-5, you have only five seconds to grab your audience’s attention before people click the
Skip button.
FIGURE 10-5: A GoPro YouTube ad with a Skip button.
After the five-second threshold, people often have the chance to skip your ad, and if you
haven’t given them a reason to stay, your audiences will likely skip your ad to view the
content they originally came to watch. To keep them from skipping, do one or more of the
following within the first five seconds:
Call out to your audience to grab people’s attention. For instance, you can call out to
your market based on where people live (city or state) or address one of their interests.
Ask them a question they can relate to and identify with. For example, a home
improvement company might place an advertisement on a video about replacing a
bathroom sink and open that video ad with the question, “Are you updating your
bathroom?”
Speak to a pain point they are facing or a benefit they are seeking.
Entertain them.