So on Youtube(YT) where more than 95% will SKIP your ad, craft and shoot a crisp SNACKIBLE 6 sec ad exhorting indifferent viewers to stay on and watch the long format 20s ad. Post 6 sec, the Skip ad button will take over and you don’t want her to skip.

She needs to be rewarded for staying on, so in 6s, she needs to GAIN
– If your product story is cholestrol control, that’s what is the gain
– if your product story is shampoo free from chemicals, then soft, strong hair is the gain
– if it’s a contest, where she stands to win gold, Gold is the gain.

A well crafted 6s ad will likely improve View through rates(VTR)

And while you’re at it, make sure you script it as seriously as an ad. The same rules apply- It must tell a PRODUCT STORY/PROPOSITION in an ENGAGING, MEMORABLE, DISTINCTIVE way.

And make it VISUALLY STRIKING- Quirky costumes, CG or the Creative magnifier in your long format ad that arrests the viewer’s attention due to the element of surprise. As 70% of your views will be with the audio on mute.

Post exposure, you want her to
– Stay on and watch the long format 20s ad
– Remember the ad
– Recall the brand when she’s thinking of buying the product and
– Try the brand

So the End goal is- TRIALS.

Here’s an example.