YouTube tests skippable ad units

Share this content:

As Google looks for ways to monetize YouTube, the video-sharing Web site is testing an in-stream ad unit that lets viewers skip through an ad with the goal of making online video advertising more relevant.

YouTube first tested in-stream ads in 2007, and found abandonment rates were as high as 70%, with users far more likely to watch and engage with overlays. Since then, sites like Hulu and TV.com have made consumers used to watching long-form content online and more comfortable with ads, said Aaron Zamost, a spokesperson for YouTube.

The concept of the ad unit is that while users are given the tools to skip the ads they don't want to see, when they do in fact watch them, they will do so with more engagement.

“Advertisers are often willing to pay more for engaged views,” said Zamost. “Users that actually want to watch an ad are more engaged.”

YouTube began testing the units this week. The Google division will examine audience and content habits, with an overall goal of making the ads more effective for viewers and advertisers.

YouTube has found that when a pre-roll ad is only 15 seconds long, viewers complete it as much as 85% of the time. In addition, YouTube found that high-quality and relevant ads have three times the influence on abandonment online as they do on TV.

close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here