Empowering Online Advertisements by Empowering Viewers with the Right to Choose
Abstract: In 2010, YouTube introduced TrueView in-stream
advertising—online video advertisements that allowed the user to skip directly to the
desired video content after five seconds of viewing. Google sought to compare these
“skippable” in-stream advertisements to the conventional (non-skippable) in-stream
video advertising formats, using a new advertising effectiveness metric based on the
propensity to search for terms related to advertising content. Google’s findings
indicated that skippable video advertisements may be as effective on a per-impression
basis as traditional video advertisements. In addition, data from randomized
experiments showed a strong implied viewer preference for the skippable advertisements.
Taken together, these results suggest that formats like TrueView in-stream
advertisements can improve the viewing experience for users without sacrificing
advertising value for advertisers or content owners.