Advertising is a constantly evolving art form that mirrors the zeitgeist of the times, with audiences tastes, habits and expectations in a state of constant change. It’s the job of businesses, advertisers and content producers to keep their fingers firmly on the pulse of how people digest content and navigate the digital realm.

Within this article, we’ll take a look at why six-second YouTube pre-roll ads are the new standard for video marketing on YouTube.


Imagine you’ve spent £10,000 on your new, high-production-value video promo.  The creative team developed a concept that’s strong, cohesive and effective in delivering the overall message. You upload and run the campaign on YouTube, cross your fingers and await the campaign’s inevitable success.

But then you look at your YouTube analytics to find it doesn’t paint a great picture. You find that audiences have been skipping your video before it even had a chance to deliver the message or even showcase your branding.

By opting to create a six-second YouTube pre-roll ad, you can immediately define the message and attach that to your brand logo/name without the user being able to skip the advertisement. Not only does this have the immediate benefit of your advert serving its desired purpose, but a: cuts through the barrage of feature-length advertisements normally displayed via YouTube ads and b: is sensitive to the fact that, well, people don’t really like ads as a general rule in the age of instant-everything.

Darwinistic creativity

That fact is when you only have six seconds to deliver the concept, message and brand association, you have to be creative in order to fit that in. The challenge is to not only succeed in incorporating the formula for an ad to work but also make it engaging and entertaining within that short time frame. This keeps video producers, advertisers and creatives on their toes when looking to create their next video advertisement for a YouTube campaign. It really is survival of the fittest. Ultimately this makes the industry better at distilling an ad to its fundamentals, creating a win-win situation for both audiences who can navigate content with un-intrusive ads as the only trade-off, and businesses who can effectively get results from the video advertisement they commissioned.

So, if you’re considering using video to help your business thrive, get in touch and see what we can do for you.


Image credit: YouTube by Aurelien BLAHA licensed under Creative commons 4

Jo Feb 28th, 2018

About Jo Haywood

Jo is the Managing Director at Skylark Media. Before starting Skylark in 2005, Jo ran the BBC Lifestyle website and prior to that directed science documentaries for the BBC and Channel 4. To switch off she can be found on the tennis court, at yoga, or planting trees in the forest garden.