Earlier this year, YouTube rolled out a feature that lets users skip pre-roll advertisements. On the flip side, if a user skips an ad, the advertiser doesn’t have to pay for its placement. After a few months of collecting data from this feature, the video production site has revealed that only 30% of viewers skip these ads. In other words, presented with the ability to skip an advertisement, most people still watch it. Maybe it’s time to invest in a video editing ad for your business…
Bruce Daisley, sales director of YouTube and display at Google, revealed that although on average, 30% of pre-roll ads were skipped, opted-in users who chose to watch the ads are 75% more engaged than an average user on the video streaming site.
He said: “What we have found is that people who watch the ad are so much more engaged and there is actually a value to this format.
“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.”
Using a recent campaign from Walkers crisps, Daisley said that those choosing not to skip the ad were 273% more engaged than those viewing the same ad as a standard pre-roll.
Daisley also revealed that, according to the research, 81% of users who viewed a full ad (either standard pre-roll or a viewed-through skippable ad) and 59% of users who viewed only the first five seconds of an ad could subsequently recognise the same ad from a particular video production company.
The research was conducted by Ipsos MediaCT. It seems that a video production company does not have to use video editing to create skippable ads.
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