Pre-roll ads no problem for 70% of YouTube visitors

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YouTube’s new TrueView advertising proposition, allowing users to skip an advert once 5 seconds of it has been viewed, has been a great success according to figures revealed at the Media360 event in Manchester.

70% of YouTube viewers so far are choosing not to skip ads when the option to do so is given, with YouTube saying that the TrueView model leads to 75% more engaged viewers than tradtional online video advertising.

“TrueView challenges the old models and for the first time advertisers can see how often their ad is being skipped and it gives the media agencies the chance to challenge the creative execution, by simply pointing out that a certain ad is less effective than the previous one, simply because the user hasn’t viewed it as much,” Bruce Daisley, sales director of YouTube and display at Google, told MediaWeek.

Real-time tracking of an advert’s popularity is not the only attractive element of TrueView advertising for companies wishing to adopt the model; advertisers only have to pay for their adverts if a user watches it in its entirety, or if they watch over 30 seconds of the clip, depending on which comes first.

Gerald Lynch