This morning YouTube announced that they are launching their TrueView in-stream video ads on mobile devices.
Phil Farhi, group product manager at YouTube, writes on the Google Mobile Ads Blog, “We’ve rolled out a number of specific mobile ad formats on YouTube over the past year, making it easier for advertisers to reach people with great ads and content creators to monetize mobile views. Now we’re extending this further by launching TrueView in-stream video ads on mobile devices.”
TrueView, for those that are unfamiliar, are those pre-roll ads that you can opt out of viewing by clicking a ‘skip’ button. With TrueView, advertisers only pay when someone chooses to stick around and watch the ad.
According to Ad Age, “YouTube says that 65% of pre-roll ads on YouTube now allow viewers to skip them.” Of course, viewers prefer them to traditional pre-roll because they aren’t forced to sit around and watch the ad before the content. Advertisers love them too because they drive greater ROI. Farhi writes, “Giving viewers choice over ads they watch has led to a better, more engaged viewing experience, benefiting the entire YouTube community of users, advertisers, and content creators. Advertisers only pay when someone chooses to watch the ad, so their budgets go toward the people most interested in what they have to say.”
This news comes on the tails of the announcement that Apple would be dropping the YouTube app in iOS 6. iOS 6 users will still be able to watch YouTube videos through the mobile YouTube site (and Google is apparently working on their own YouTube app as well). The Apple YouTube app does not support ads, so it may take some getting used to for viewers that had been getting their YouTube fix through Apple’s built-in app. Luckily for these viewers, as of today many of these ads will be skippable.
Megan O’Neill is the resident web video enthusiast here at Social Times. Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.