Why it matters

YouTube is a powerful marketing resource for brands, but the ability of consumers to skip ads can drastically limit the impact of these messages. Using different commercials – in terms of creative and length, for example – in distinct viewing contexts may help overcome this problem.


  • Dynamic video strategies that respond to consumer signals, for instance by changing the sequence of commercials depending on dwell time, should be considered by brands.
  • Understanding the psychographic needs of consumers in particular “moments”, such as when they are time poor or ready for lean-back viewing, is essential.
  • Reacting at speed to campaigns can help brands achieve the maximum impact with their creative assets.

KitchenAid is a venerable brand within Whirlpool, the Benton Harbor, Michigan-based home appliance manufacturer with more than $20 billion in sales worldwide.