Google is giving video viewers on YouTube the opportunity to skip pre-roll advertising. After a video viewer has been shown five seconds of an pre-roll advertisement, they will be given the option of skipping past it, at least in the U.S. and Canadian markets, for the time being.
While this format may seem counterintuitive to decades of advertising practice, view-through rates (where users watch the entire ad) are still between 20 percent and 70 percent.
A significant benefit of the new "TrueView Ads" format is that it is a cost-per-view model, so advertisers are only charged if an ad is viewed in full, or for at least 30 seconds.
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