A new study by Marketing Sherpa revealed some interesting behavior about skippable video ads—specifically, the generational differences behind the question: To skip, or not to skip?
They equally divided 2,400 consumers into two groups: satisfied consumers and unsatisfied consumers. The first group was asked Q1; the second group was asked Q2.
Q1: Say you’re watching some online content, and a pre-roll ad for a company that you’re satisfied with starts to play. Do you always skip the ad?
Who said yes?
- 28% of millennials
- 23% of Generation X
- 20% of baby boomers
- 12% of the Silent Generation.
Q2: Say you’re watching some online content, and a pre-roll ad for a company that you’re unsatisfied with starts to play. Do you always skip the ad?
Who said yes?
- 29% of millennials
- 34% of Generation X
- 37% of baby boomers
- 33% of the Silent Generation
Though the differences aren’t drastic, it seems that millennials care more about the format of the ad and less about the brand, while the older a generation is, the more that they seem to connect their brand experiences with their decision to watch the ad.
At Pilch & Barnet, nearly all of the online video advertising we place is unskippable, meaning that users must watch the entire ad in order to access their desired video content. We do this to retain as many impressions as possible. Additionally, we’ve gotten more impressions and view-throughs for a better price with unskippable video ads, where the only way to way to skip the ad is to completely forfeit watching the video.
Tourists want to do more than consume; they want to make an impact.
Volunteer travel has been on the rise over the past few years. Many tourists want nothing but relaxation when they’re on vacation, but a significant portion of them want to leave a positive mark on the communities they visit. They do this by volunteering.
One way to attract “voluntourists” is to coordinate with local organizations/nonprofits to add volunteer opportunities tailored for visitors. Volunteer information should be readily available and easily accessible to people who aren’t from the area. Giving tourists an opportunity to volunteer creates lasting, positive memories, and increases the likelihood they’ll return or tell their friends to visit.
Travelers are braving the cold for winter wonderlands.
Travel to cold weather destinations has increased in recent years. Thrill-seekers are looking for snow sports they can’t do at home like skiing, snowboarding and snowmobiling. Those traveling from warm climates dream of snuggling up next to a fireplace in a cozy cabin while watching the snow fall outside.
Destinations with cold winter climates have the upper hand in making winter dreams come true, and it’s a lucrative business. Brands can leverage this advantage by using positive messaging when talking about winter and all it has to offer and by sharing information about the unique activities visitors can enjoy when coming to a snow-covered destination.
Small towns with historic charm are taking over.
As popular cities get more crowded, lines get longer, and Facebook feeds get flooded with the same picture reincarnated from 30 different angles, people are looking for a refreshing view. Travelers are venturing to smaller, less populated destinations to get their own unique experience.
A major draw of small towns is historical significance. Tourists are looking to make connections to the places they visit, and a strong story adds meaning to the trip. Brands can benefit from showcasing historical locations associated with their business.