Last November, word got out that YouTube had begun testing skippable ads that would replace the pre-roll commercials that users were forced to watch before certain videos.
The idea of skippable ads is understandable, considering a TubeMogul report that found nearly 16% of viewers ditching videos before the pre-roll ended.
After months of testing, the Wall Street Journal reports that YouTube will finally roll-out skippable ads later this year. Under the new format, advertisers won’t be charged when their commercials are skipped.
Though this is surely exciting for YouTube users, this is should be equally exciting for advertisers and many a video production company. Not only will they save money when their ads are ignored, but this presents an opportunity to meet the needs and expectations of discerning consumers — like an ongoing survey to learn about consumers at no cost. Once advertisers learn to distinguish effective ads from ineffective ones, they will be able to focus their resources on making commercials that people will actually like to watch.
Perhaps this time next year more commercials will become viral videos and everyone will start buying sleeveless polos.
Below is one of the best Michelin commercials ever!
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