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BizReport : Advertising : August 23, 2012


YouTube's TrueView ad format launched on Android

YouTube's TrueView video ad format is being launched on Android devices this week, according to the Google Mobile Ads blog, with plans to roll out the format to all mobile operating systems in the next few weeks.

by Helen Leggatt

youtube logo.jpgGoogle introduced the skippable cost-per-view YouTube ad format at the end of 2010. Since that time is has been reported that over two-thirds of TrueView ads on YouTube are watched by viewers.

Just 30% are skipped.

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

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

As from this week, the TrueView ad format will be available on Android devices and will be rolled out to other mobile platforms in due course.

"We've only just begun testing TrueView on mobile, but early indications are that people engage with these ads in the same way as they do on desktop," writes Phil Farhi, YouTube's group product manager on the Google blog.

Tags: advertising, Google, mobile ads, mobile Internet, TrueView, video ads, YouTube










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