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BizReport : Research : June 13, 2011

Over two-thirds of TrueView pre-roll ads viewed

At the end of last year Google announced it was giving video viewers on YouTube the opportunity to skip pre-roll ads after just 5 seconds of viewing. Six months on and YouTube has revealed that not many choose to skip them.

by Helen Leggatt

The news is good. Bruce Daisley, sales director of YouTube and display at Google, has revealed that over two-thirds of TrueView ads on YouTube were watched by viewers.

Just 30% were skipped.

He had even more good news for advertisers. Those viewers who don't skip TrueView ads are 75% more engaged than viewers who were presented with standard ads

A significant benefit of the TrueView format is that it enables advertisers to assess what effectively engages an audience. And, based on a cost-per-view model, advertisers are only charged if an ad is viewed in full, or for at least 30 seconds.

"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," said Daisley.

Tags: ad measurement, online advertising, video advertising

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