Nerd Alert: Skippable vs. Non-Skippable Ads

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore how skippable and non-skippable ads affect brand recall, salience, and conversions. They discover that the choice between ad types matters less than how engaging your creative is, and that the skip button creates surprising attention effects.

Topics covered:

• [01:00] "Make Ads Skippable or Not: The Impact of Ad Type on Brand Recall, Salience and Conversion Rate"
• [03:00] Eye tracking reveals the skip button effect
• [04:00] Which format drives better brand recall?
• [05:00] Non-skippable ads win on long-term salience
• [06:00] The gravitational force of the skip button
• [07:00] Front-load emotion to stop the scroll

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.


Resources:
Bauerová, R., & Kopřivová, V. (2025). The impact of ad type on brand recall, salience, and conversion rate. Silesian University in Opava.


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