YOUTUBE STARTED TESTING BACK TO BACK SKIPPABLE ADS
Google started testing a new way to display ads on YouTube. Until now you tube has been presenting ads in the middle of the videos, this could be distracting for most users, especially in longer videos. Google has started testing ad pods, in which YouTube will play two back to back skippable ads during the videos. “up to 40 percent fewer interruptions by ads in the session” – company said.
Google says that besides factors such as the length of ads, viewers are “quite sensitive to the frequency of ad breaks, especially during longer viewing sessions.” The reason behind this move, Google explain, is that YouTube viewers will be less likely to be interrupted by multiple breaks if they have two back to back ads at once.
“Through this research, we also learned that fewer interruptions is correlated with better user metrics, including less abandonment of content and higher rates of ad viewing,” says Khushbu Rathi, Product Manager, Video Ads.
The company claimed that users will experience up to 40 percent fewer interruptions by ads in a session. Based on early experiments, Google says that there was an “8-11 percent increase in unique reach and a 5-10 percent increase in frequency for advertisers, as well as, no impact to Brand Lift metrics.”