Letting users skip: Quantifying the relative effectiveness of skippable and non-skippable video ads on YouTube
Max Pashkevich,Sundar Dorai-Raj and Dan ZigmondGoogle, Inc
Abstract
In 2010, YouTube introduced TrueView in-stream ads, video ads that allow the user to skip directly to the desired video content after 5 seconds of viewing. We compared these skippable in-stream ads to the conventional (non-skippable) in-stream video ad formats at YouTube, using a new ad effectiveness metric based on the propensity to search for terms related to ad content after seeing the video ad. Our findings indicate that skippable video ads may...