Skippable video advertising is a good thing
Source Business Insider UK
YouTube TrueView ads enable viewers to skip ads after five seconds of viewing and millennials are making good use of the feature with 59% of them skipping ads.
Whilst, that sounds like a bad thing for advertisers, it’s actually not. According to a new report from Business Insider, skipped ads ensure that adverts only reach interested parties. Not only does the feature provide a better experience for the end user, but it also ensures that advertisers are receiving true engagement.
29% of millennials also stated that they watched ads to completion. That’s a much better completion ratio compared to Snapchat for example, where users only view three seconds.
So what exactly are the consequences of skipped ads on YouTube?
If an ad is not being skipped, that implies a user is paying attention. Using eye tracking technology, Google and Ipsos found that attention paid to YouTube ads is 84% higher than to TV ads. Overall audience sizes of 18-49 year-olds during prime time are also significantly larger across the online video leader compared to the top 10 TV shows combined.
However, audiences tend to be differently defined across the platform and as such comparisons have to be carefully assessed.
For advertisers, some of the takeaway messages from this report include quicker messages. Given the high skip rates among younger generations, brands should come to the point within the first five seconds. That way, they can still get the most out of a skipped impression.
Given the fast adoption of ad blockers, subscription video service YouTube Red has to offer more than just an ad-free service. Indeed, the company is adding more high quality content across its platform.
As mobile is set to become one of the top platforms for high quality video and native adverts, advertisers should focus their attention on optimising ads across multiple channels to ensure higher rates of success.