Wall Street Journal reported today that YouTube is about to introduce a skip button to allow users to stop playing an ad embedded in a video and will not charge advertisers for ads that were skipped. This was announced today at a Google press conference by senior product manager Baljeet Singh. YouTube began testing skippable ads last year and Mr Singh says they’re happy with the results.
We’ve been playing around with it for the last three quarters and seeing really great results.
Mr. Singh said.
Tests have revealed that skip rates varied dramatically based on the quality of the ads. Rolling out the option to all users will definitely encourage advertisers to come up with more interesting and compelling ads.
Mr Singh further stated that YouTube will offer users a choice of the ads they can see within a video, something he said would be more likely in a longer video.
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