Irresistibly pointless true view ads
Award: Wood Pencil
Wood Pencil / Digital Marketing / Online Video Adverts / 2018
TrueView ads on YouTube can be annoying. But they are potentially powerful if viewers can be convinced to watch beyond the unavoidable first five seconds. Utilising reverse psychology, viewers were begged not to watch the full ads, resulting in IKEA getting viewing rates far above industry standards – 39% even watched the whole spots.
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