Eat24 got people to watch ads by telling them not to
Eat24, the food delivery app, has figured out how to get people to watch YouTube pre-roll ads. The secret? Tell them not to. In a recent campaign, the app literally told viewers to “Skip This Ad,” — and Jedi mind tricked them into watching. Here’s Eat24’s rationalization:
“In all likelihood, most viewers would pre-position their cursor over the ‘Skip Ad’ button, ready to blast away our commercial ASAP. And who could blame them?”
But the reverse psychology approach seems to have struck a nerve, as they explained in a blog post about the experiment.
The video has more than 581,000 views on YouTube …
… and saw a 75 percent increase in app downloads the weeks the campaign was running. More than 90 percent of viewers actually completed watching the ad, which had a staggeringly high click-through rate of 7.1 percent.
It’s not the first time a brand was clever about their preroll placement. Last year Volkswagen had a similar gimmick in its Beetle campaign. The car, the ad said, “automatically shifts gears and skips ads for you.”
Nor is it the first time Eat24, which has been known to place display ads on porn sites, has itself dabbled in unorthodox advertising. But the cutesy approach appears to have had a real impact. While Eat24 had to pay for each of those “Skip This Ad” views, it claims it resulted in “thousands more orders from new customers.”
Member Exclusive‘Truly integrated’: As an unusual school year commences, agencies are aiming to help working parents more than ever before
Agencies, which have long had reputations as difficult work environments for working parents, are adapting to be more flexible for parents this year.
‘How much do we want to get screwed?’: Confessions of an agency exec on lack of payment due to coronavirus
In the latest edition of our Confessions series, we hear from one agency exec who says that the “times are tough” excuse for late client payments isn’t cutting it anymore.
‘Doubling down’: Inside the 49ers social and digital rush to replace lost in-stadium marketing dollars
Without the ability to deliver ads to the 70,000 fans who attend games in-person, the 49ers have had to pivot to focus on digital and social channels.
SponsoredB2B events were broken before the pandemic, their online reinvention is creating positive change
Kim Darling, executive producer, Inbound Farewell lanyards, business cards and branded pens — it’ll be some time before people get their hands on these souvenirs of in-person events again. As the COVID-19 pandemic continues to transform the way people work, buy, sell, socialize and entertain themselves, the global events industry is facing its biggest-ever challenge. […]
Member Exclusive‘Can’t really be ignored’: Marketers and media buyers are finally taking the on-going TikTok saga seriously
Marketers and media buyers have said that as long as people are still on TikTok they’ll want to be there, especially as they try to diversify from Facebook and Google.
‘Clever about how we rest’: As uncertainties drag into fall, agencies are facing a burnt out and fearful workforce
Agency employees and executives say that a feeling of fatigue due to the on-going uncertainty and the need to be always on has set in.