do youtube ads actually work experiment with timestamps YoutubeScribe.com

[0:00] I've worked in digital marketing for
[0:01] years, and every case study claims that
[0:03] YouTube ads are the bomb, delivering
[0:06] unreal results, but everyone I know
[0:09] skips them. So, are YouTube ads as
[0:11] powerful as marketers claim? Or is
[0:14] someone lying? I need to find out
[0:16] because we have our annual conference,
[0:17] HFS Evolve, coming up, and it's my job
[0:19] to make sure that everyone knows about
[0:21] it. So, to find out, I created a YouTube
[0:24] ad, showed it to 25,000 strangers, and
[0:26] told them to meet me in the heart of
[0:27] Boston to claim $100. No strings
[0:29] attached. So, how do you build an ad
[0:31] that people don't skip? Let me break
[0:33] down the formula for you. Starting with
[0:35] the hook, YouTube ads are skippable
[0:37] after 5 seconds. So, that's all you have
[0:40] to convince someone to keep watching.
[0:42] The way I did that was by using the pick
[0:44] formula. If you're in Boston,
[0:46] >> personalization.
[0:47] >> I want to give you a $100 Amazon gift
[0:49] card.
[0:50] >> Irresistible offer.
[0:51] >> So, listen carefully to every word I
[0:54] say.
[0:54] >> Call to action.
[0:56] The hook's job is to just get someone's
[0:58] attention. The next part is what
[1:01] instills trust in the viewer. I call it
[1:03] the alibi. This is the part of the ad
[1:06] that removes doubt and builds trust,
[1:08] especially when your offer sounds too
[1:10] good to be true. That's why we told them
[1:12] why we're giving away $100, hoping to
[1:15] instill legitimacy and trust. I'm
[1:17] running an experiment to see if people
[1:19] actually pay attention to YouTube ads or
[1:21] just skip them. I mean, who doesn't
[1:23] wonder that? And that takes us to the
[1:25] final and most important part of the ad,
[1:27] the ask. This is your final call to
[1:30] action. It's where you tell viewers
[1:32] exactly what to do to get your
[1:34] irresistible offer. And ours, it was a
[1:36] tall order, which made me wonder how
[1:38] many people are even going to show up.
[1:40] So, here's the deal. Remember the secret
[1:42] word, meta. Then come and find me at the
[1:44] Parkman Band stand in Boston Common on
[1:46] Thursday, August 28th. I'll be there
[1:49] from 12:00 p.m. to 2:00 p.m. Be the
[1:51] first person to say the secret word to
[1:53] me, and you'll walk away with a $100
[1:56] Amazon gift card. We set up 10 of these
[1:58] ads, each with unique secret codes to
[2:00] prevent people from gaming the system,
[2:02] just in case there were mobs of people
[2:04] waiting for us. Our ad was complete, and
[2:07] the results were promising. Our ad
[2:08] performed 80% better than the average
[2:11] YouTube ad with 58% of people watching
[2:13] the entire video. But this only proves
[2:16] one thing. We're good at holding
[2:17] attention. The real test, the one that
[2:20] actually matters, is how many of these
[2:22] 25,000 viewers will actually show up.
[2:25] And what happened next legit shocked me.
[2:28] I'm actually kind of nervous. There's
[2:31] mom and a daughter there. And then
[2:33] there's somebody else wearing a mask.
[2:35] Now they're starting to look at me. I
[2:37] don't know what's going on. Guy's
[2:39] wearing like a gas mask.
[2:43] [Music]
[2:52] I was like 100% sure that there was
[2:54] going to be people here waiting for me.
[2:56] All right. Well, we got to record for 2
[2:58] hours. Can't believe no one showed.
[3:02] >> What? Tell someone
[3:04] ambush.
[3:04] >> Camera ambush?
[3:06] >> Yeah. Come on.
[3:07] >> I know. I know. I know the thing. The
[3:09] code was mana.
[3:11] >> That's yours. Thanks for coming.
[3:13] >> I honestly did not expect to walk away
[3:15] with this, so thanks.
[3:16] >> Did you Did you see the see our channel
[3:18] or did you just see the ad and then you
[3:19] were like,
[3:20] >> I only saw the the ad. Yeah, I I never
[3:22] click on ads ever. I'm I'm pleasantly
[3:25] surprised. Are you hiring by chance?
[3:26] >> Are we hiring? Yeah, we are. Yeah, if
[3:29] you go to our site, hfs.com, you'll see
[3:31] it there.
[3:32] >> All right, thanks.
[3:33] >> So, you're the guys for the gift card
[3:36] giveaway?
[3:36] >> Yes.
[3:38] [Music]
[3:40] >> Okay. Yeah, you got it, man. So, when
[3:43] you saw the ad, what were you thinking?
[3:45] Were you thinking like this is a scam?
[3:46] >> Honestly, I was on the verge of skipping
[3:48] it, but uh I decided to check it out.
[3:52] >> That's cool. My heart's pounding.
[3:55] Two down and we got some more to go. So,
[3:58] Meta, backlink, those ones are gone. I
[4:01] think Meta and Backlink were the two
[4:02] secret codes that had the most views on
[4:04] it. Like, it's cool that people came,
[4:06] but the results aren't great. 4,000
[4:08] people see an ad or 1,500 people see it
[4:11] to the end. Only one person shows up.
[4:13] That's kind of shocking.
[4:15] And our second winner, off
[4:19] that was cool. Hopes were high and I was
[4:21] coming to the conclusion that YouTube
[4:22] ads really are the perfect way to get
[4:25] people to our conference. But as 10
[4:27] minutes stretched to 20, then to an
[4:29] hour, reality began to sink in.
[4:32] >> No one's coming. Jeez. 25,000 views and
[4:36] two people show up. Let me know in the
[4:38] comments. Would you actually show up for
[4:39] a $100 gift card?
[4:42] Oh, I think they're coming. Someone's
[4:44] here. Someone's here.
[4:48] Oh, I think they're just taking a photo.
[4:51] I was certain that they were coming.
[4:52] False alarm.
[4:54] >> At that point, I figured the experiment
[4:55] was over. Turns out it was just getting
[4:58] started.
[5:00] >> The commercial.
[5:01] >> Yo, what's up, man?
[5:01] >> Word. What's up, man?
[5:02] >> What's your What's the What's the word?
[5:05] >> Index.
[5:05] >> Index. All right, man.
[5:07] >> Yeah. All right.
[5:08] >> I seen the commercial late night. I only
[5:09] seen it once and I seen you on there.
[5:11] I'm like, I know exactly where that's
[5:12] at, bro.
[5:13] >> Well, what made you actually come? You
[5:14] didn't think like it was a scam or
[5:15] anything like that?
[5:16] >> I don't know. You had a you had an
[5:17] honest face, bro, when you were talking
[5:19] and you were like 12 to2. I'm like, that
[5:20] seems reasonable. I'm like, check it
[5:22] out. I mean, I live in the city anyway.
[5:23] >> Yeah. Yeah. It's not like, you know,
[5:24] meet me at 2 in the morning and I'll
[5:25] give you Exactly. I was expecting a
[5:27] whole line of people to be here, bro.
[5:28] >> Shockingly, not that many people showed
[5:30] up considering.
[5:31] >> That's crazy.
[5:31] >> Do you remember why we're doing it?
[5:32] >> No, I have no idea.
[5:33] >> Yeah. So, it's just to see if YouTube
[5:35] ads work or if people are just skipping
[5:36] them.
[5:36] >> Word. Okay. Cuz when I heard the local
[5:39] stuff, usually I'll skip to them, but if
[5:40] it's if it's something that's worth it,
[5:42] then you know what I mean? If it's
[5:43] local,
[5:43] >> Yeah.
[5:44] >> you listen.
[5:44] >> All right. Index.
[5:47] >> Yeah. Congrats, Derek. All right. So,
[5:50] we've given away three three out of 10.
[5:53] So, now we're just waiting on on people
[5:55] to show up.
[5:56] >> And it didn't take long until the next
[5:57] person did.
[6:01] >> Hey, what's what's the code? Oh, search
[6:03] engines.
[6:04] >> Search engine. All right, we got another
[6:05] one.
[6:06] >> I have to go somewhere.
[6:10] >> That's four.
[6:12] We've given out four Amazon gift cards.
[6:15] Interestingly, it's been four different
[6:17] people that came in from four different
[6:18] videos. So, no one has actually come in
[6:20] for duplicate codes.
[6:22] [Music]
[6:26] >> Hold on.
[6:28] >> Excuse me.
[6:28] >> Yeah.
[6:29] >> Are you the YouTube people?
[6:31] >> Yeah.
[6:32] >> Yeah. Sorry.
[6:33] >> Meta.
[6:34] >> Oh, somebody already came for that.
[6:35] >> I came for that.
[6:36] >> Yeah. Yeah. You want But we got we got a
[6:39] a Starbucks gift card for you
[6:41] >> so you can grab a drink. So, do you
[6:42] usually just ignore ads when you see
[6:44] them or like just skip it?
[6:45] >> Yeah. So, what what made you actually
[6:47] like watch through the ad cuz you
[6:48] clearly watched till the end?
[6:50] >> I mean, I was like, it's close by. This
[6:53] place is wide area, so like I wouldn't
[6:56] think it's anything bad or anything like
[6:58] that. So,
[6:58] >> like no safety issues in the middle of
[7:00] the day. That's one more. That's the
[7:02] second one on Meta. Gave him a couple
[7:04] Starbucks gift cards so he can grab a
[7:06] drink. Yeah, I feel bad. But is the
[7:09] rules. It is now 2:00. It's officially
[7:13] time to end our little experiment. Now,
[7:16] while this wasn't exactly a rigorous
[7:17] study, only five out of the 25,000
[7:20] people who saw our ad actually showed
[7:23] up. That's a 0.02%
[7:25] conversion rate. But here's the part
[7:27] that confuses me most. Brands are still
[7:30] spending billions of dollars on YouTube
[7:32] ads every quarter when most of us skip
[7:34] them and just wish they weren't even
[7:36] there. They're disruptive by design and
[7:39] over time we've become blind to them. So
[7:41] the alternative organic creator
[7:44] sponsorships. Imagine giving that same
[7:46] budget directly to creators. Not only is
[7:48] it more costeffective, it builds genuine
[7:51] relationships with people who have
[7:53] access to your target audience. It feels
[7:56] more human and will actually move your
[7:58] brand forward. So, I guess I'll need to
[8:00] look elsewhere to figure out how to get
[8:02] people excited about HR Evolve because
[8:04] YouTube ads clearly aren't it. What do
[8:06] you think? If you want to see a smart
[8:08] way to do organic creator sponsorships,
[8:10] check out our breakdown of how Electric
[8:12] partnered with YouTuber Ryan Treyan.

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