YouTube launches skippable pre-roll ads

Google has launched skippable pre-roll ads on YouTube, with advertisers only paying if a viewer watches the ad.

/q/f/a/YouTube.jpg

YouTube users are asked whether they want to skip the ad after five seconds. Advertisers are only charged if the ad is watched in full, or for at least 30 seconds.

Despite users being able to bypass the ads, Google says testing had shown view-through rates – where users have watched ads in their entirety – of between 20% and 70%.

The “TrueView” ads have rolled out in full in the US and are available to UK brands and agencies on request.

Electronic Arts, Lionsgate Films and Virgin Media are among the first advertisers using the format in the UK, which according to Bruce Daisley, UK head of YouTube and display, compares to Google’s most successful ad proposition and demonstrates the effectiveness of high-quality video ads.

“The exciting thing is that we think we’ve hit the AdWords of video,” he said. “It makes creativity in video advertising measurable,” he adds.

Daniel Brown, associate director at Electronic Arts’ media agency MediaCom, says: “If people aren’t receptive to our ads, we don’t want to pay for them. TrueView ads halved our wastage in tests we ran and will provide further insight to how we can engage our audiences creatively.”

Last month, YouTube said its users upload 35 hours’ worth of video to the site every minute.

This story first appeared on newmediaage.co.uk

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here