Empowering Online Advertisements by Empowering Viewers with the Right to Choose: The Relative Effectiveness of Skippable Video Advertisements on YouTube
Max Pashkevich, Sundar Dorai-Raj, Melanie Kellar and Dan Zigmond
Google, Inc.
Management slant
- TrueView in-stream advertising is a new video advertising format at YouTube that allows users to skip directly to the desired video content after five seconds of viewing. With TrueView, advertisers are billed only if the user watches at least 30 seconds or the complete advertisement if it is less than 30 seconds ...