What We Know About Ad Skipping
I've posted a lot about ad skipping in the past here on AdLab, and now we've compiled a lot of different ad avoidance stats on Hill Holliday's blog, plus a bunch of old ads that promote products that help people skip ads (irony alert!). Above: an ad for Mazda that was designed for people who liked to record their shows on VCRs and fast-forwarded through the commercial breaks.
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This commercial is impressive in that it targets the consumer who is fast-forwarding. He may think he missed something due to the mysterious mise-en-scene and the glimpses of text, and stop his remote to view the spot. The ad prefigures interactive online ads which engage the consumer.
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