By Ishbel Macleod, PR and social media consultant

February 21, 2014 | 1 min read

When given the option to skip an ad, people are – let’s face it – fairly likely to press the ‘skip’ button. Eat24 decided to tell people to skip its ad, and discovered exactly the opposite effect.

“We hate ads, you hate ads, and it’s probably a safe bet the ads hate us back,” the Eat24 team admitted.

“That’s when it came to us. Why not just keep it real? If they wanted to skip the ad, why not tell them to do it? Worst case scenario, they skip it and we wouldn’t have to pay for the view. Best case scenario, they’d be intrigued by what kind of company would make an ad and tell them not to watch it. So we did precisely that.”

The campaign, Eat24 found, led to 91 per cent of people completing the entire ad, with four times more people finished “Skip This Ad” than the next-best ad.

The ad also led to a 7.1 per cent click through rate, the Eat24 team revealed.


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