Are We All Doing YouTube Preroll wrong?

Here is Nail's blurb about the dog video:

As marketers, it's time we change the way we do YouTube preroll.

The current model seems to be to simply throw your TV commercial in front of any video a loosely defined demographic happens to be watching.

What a missed opportunity. The skip rates are unbelievable (94 percent is a generous estimate). And when there is no skip button, you can practically feel the resentment oozing through the Internet. Hardly the temperament most brands want to inspire from their customers, right?

.....

YouTube ads should be designed for YouTube. They should use the tools and features given to us and interact with the user and the platform in a way that can't be rivaled. They should be self-aware. They should talk to one person at a time.

What the heck are we talking about, you ask?

OK, here's an example. We wanted to raise awareness and money for an organization near and dear to us: the ASPCA. We had virtually no money but had given ourselves a serious challenge: can we make a skippable YouTube that virtually no one skips?

Did we do it? You tell us."