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BizReport : Advertising : June 30, 2010

YouTube pre-roll ad "skip button" test a success, launching soon

If you're producing or using online video ads then you better make sure they're engaging. Google's testing of a "skip" button in pre-roll ads has been a success and plans are afoot to roll out the format later this year.

by Helen Leggatt

youtube logo.jpgLast November, Google's YouTube began testing a "skip" button for pre-roll ads across a select number of advertisers.

Their goal was to gauge user behavior toward the button and develop more user-friendly ad formats and interactions based on the results. Previous studies had shown 70% of video viewers abandoned watching a video before a pre-roll ad had completed.

That test has been providing Google with some "really great results", according to senior product manager Baljeet Singh. So much so that there are plans to begin introducing the "skip" button on pre-roll ads later this year, reports the Wall Street Journal.

It is hoped the move will compel advertisers to develop more interesting video advertising that will encourage users to avoid hitting the "skip" button and keep skip rates low. Of course, advertisers won't be charged for ads that are skipped.

Tags: advertising creation, advertising format, online video, video advertising, YouTube

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