I’ve noticed something on YouTube lately. The paid ads are getting longer. Have you noticed? For instance, there is one 7 minute commercial from Johnnie Walker with Jude Law. On other channels, there are full 20+ minute episodes of a YouTuber trying to get people to notice and subscribe to a channel.
What should a consumer make of these ads? Should they be taken as just some free content or are they commercial-based entertainment? Obviously the advertiser has a goal. Should we be buying these products? Should we watch the whole video? Should we subscribe to their channel? Are we supposed to click on the video?
Truth be told, I constantly find myself watching an increasing number of ads in the 5+ minute realm. Something about not having too much information crammed in over the course of just 30 seconds. I enjoy a good story. I enjoy being given the opportunity to invest my time in something that could be worthwhile (clarification: Johnnie Walker ads are not necessarily classified as worthwhile).
In one instance, I started getting full episodes from a channel that I keep up-to-date with. I have never subscribed to this channel, but had been checking it multiple times a week to watch new videos. Then suddenly I hear: “Hi! This is … Welcome to my Channel!” starting off the ad between two videos from the playlist I was in. At first I was confused: Did I accidently click on this video? Why am I watching this? What just happened?
Then I realized it was an ad. I skipped it after the allotted five seconds of watch-time and continued on where I was. Is this a sign that I should just subscribe to this channel?
The main thing that caught my attention about these new long-tail ads is that they can be quite captivating. And interesting. And motivating. To me, they are better than 30, 60 or 90 second ads.
I realize that a subconscious process begins in my brain when these ads begin. I feel like the maker of these videos actually took a substantial amount of time and resources to create this – and isn’t just trying to B.S. me into buying something. It’s almost as though the consumer/subscriber in me appreciates the attempt at convincing me to act.
If your customers are anything like me, putting out some of these longer, fun and more appealing ads through YouTube might not be a bad plan. Worth a shot, right?
Just remember YouTube, and subsequently Google, are fickle beasts.
What are your thoughts? Would you try longer ads for your brand on YouTube?