Remember when we showed you this awesome prank from Pepsi last month? Google's senior VP advertising, Susan Wojcicki, claimed ads like Pepsi's are the future for brands. That's right. This is your clients' future. Google has spoken and Google is usually right.
Wojcicki said at San Francisco's Ad Tech conference that users are increasingly only watching ads they choose to view. So entertaining videos such as Pepsi's effort – in which race car driver Jeff Gordon donned a disguise to take a car salesman on a ride he'll never forget – shoot to the top of the list.
She said: “We're moving to a model where the user is choosing to see the ads.”
The Pepsi ad, which was reportedly a fake anyway and everyone involved knew what was going on, has been watched more than 34 million times since mid-March. Yowsers.
Wojcicki's prediction bodes well for Google's YouTube TrueView product, which allows users to skip ads they don't want to see and advertisers only pay for actual views.
Seventy percent of ads on Google now run on the TrueView platform. The view-through-rate on TrueView ads range from 10% to 90%, highlighting the importance of engaging ad content for maximum reach.
Given Google's penchant for being right about most things, it's another reminder for brands to produce content that look less and less like a traditional ad.
Wojcicki's comments were reported by PaidContent.org.
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