Empowering Online Advertisements by Empowering Viewers with the Right to Choose
Venue
Journal of Advertising Research, vol. 52 (2012), pp. 65-71
Publication Year
2012
Authors
Max Pashkevich, Sundar Dorai-Raj, Melanie Kellar, Dan Zigmond
BibTeX
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.
