Yoox creates 15-second fashion ads to generate sense of urgency
Stink Studios and Google have collaborated on a campaign for fashion brand Yoox, creating 15-second video ads that Google is calling "brandformance at its best". The ephemeral ads, which will run until mid-December, aim to instill a sense of urgency in consumers, who have only the duration of the video to buy an item before it "vanishes" from the Yoox site. The innovative format uses Stink Studios' RITA technology, which shows videos in real time and allows them to change in response to user preferences.

Fashion brand Yoox has created a video campaign in which buyers can ‘save’ the ‘endangered’ fashion items buy buying them only within the 15 seconds ad format, before they are gone forever, from both the ad and from the Yoox website.

Yoox and Google create shoppable 15 second video ad

The items are actually then shown to someone else, giving them the chance to buy the item instead, in a campaign that hopes to create a sense of urgency around the 15 seconds video ad format.