Rethinking the standard seasonal sales format, Australian department store Myer ran six-second video versions of its ads for its mid-year sale this year – driving interest by introducing a critical element of FOMO (fear of missing out).
The retailer worked with Google to run the short YouTube videos, which played as pre-roll ads – the promotional ads that viewers must watch before continuing to a selected piece of content. Viewers were only able to see each ad once, with Google algorithms ensuring no-one saw a repeat, meaning that consumers were prompted to act quickly for fear of missing out on a deal.
Those quick enough to hover over one of the ads were taken directly to a pre-loaded shopping cart on Myer’s website, featuring that specific item. Approximately 100 products were involved in the promotion overall.
YouTube’s six-second ad formats were launched in 2016 as an alternative to longer, skippable ads on its videos – a direct response to shorter attention spans among online viewers. This need for snappy, short-form content is particularly relevant to teens and millennials, who are too impatient for ads when watching videos on smartphones (see Destination Teen: Targeting Youth for more on this demographic and mindset).
For more on how to play on a sense of FOMO, see Frenzy's Phygital Drop-Zone App, Social Media to Store: Spurring Crossover Commerce and Reactive Retail.