YouTube are to bring skippable advertisements to their premium videos in a new trial format called TrueView.
The Google-owned VOD site currently features compulsory adverts at the beginning of videos, usually around 30 seconds in length before the main content starts.
TrueView will let you skip adverts after a 5 second countdown, letting you see initially what is being advertised before giving you the option to bypass the advert if it doesn’t interest you. There will also be a choice giving to viewers on certain videos in terms of the types of adverts they will be shown, much like the recently announced new format for SeeSaw.
It’s a smart move; given the prevalance of PVR’sin home and Sky+ boxes, viewers are becoming increasingly angsty over video adverts. Giving online viewers the option to fast forward through adverts too is a long overdue addition to paid-for video content. Targeted advertising is far more important than a bomabrdment of products a viewer doesn’t nessecarily have any interest in.