YouTube intros skippable pre-roll adverts

A further attempt at monetisation 2 years after overlays brought in

YouTube intros skippable pre-roll adverts

12 November 2009 15:06 GMT / By Amy-Mae Elliott

YouTube has begun a "small test" of a new kind of advertising on the site, in an attempt to finally meaningfully monetise the billion videos it serves on a daily basis.

While initial testing for pre-roll adverts on the world's most popular video site did not go well with "abandonment" rates said to be as high as 70%, the site is now going at it again with skippable pre-roll advertising.

"We are constantly working to find the right ads for the right content on YouTube, so as to create an experience that works for our users, partners, and advertisers", says YouTube in a blog post.

YouTube has tried various ways to make big money from advertising. InVideo "overlay" adverts have been live on the site since 2007, much to the disgust of many users when they were introduced, while last year YouTube began a click-to-buy scheme.

"We know what you're thinking", says YouTube, "Who would choose to watch an ad when they can skip it?"

The answer, it seems, might not inspire confidence: "Well, that's what we're trying to find out".

YouTube suggests short (say, 15 second) pre-rolls have seen success as have particularly creative efforts - the "quality and relevance" of an ad making users want to see it play out.

"Skippable pre-rolls [can] create a win-win-win for everyone on YouTube. For users, this format gives them more control over their experience. For advertisers, we're working toward a solution where they pay for ads that users actually watch and engage with".

What are your thoughts on pre-roll ads? Does a "your video will start in 10 seconds" message drive you mad? Have your say in the comments box below.

 

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Software, Websites, Online, YouTube, Home Cinema, Video on demand, Advertising, Biz
UK Shopping
Amazon.co.uk, play.com, pixmania.co.uk, Currys.co.uk, Dixons.co.uk, 7dayshop.com, ebay.co.uk
US Shopping
Amazon.com, bestbuy.com, ebay.com

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Comments

  • Skip every time. Same as some tech sites which force full page adverts for HP etc - on the top is a skip ad button. Always click it straight away. Posted by adrianaitken, United Kingdom
  • will skip every time as its my broadband time, not theirs (unless they want to pay for it?). We just want to be able to be "safe" from advertising SOMLEOWHERE in our lives. Posted by Donna, nz
  • Pre-rolls on a two minute video are dumb. I'm a youtube partner, and there's no way I'd agree to make a viewer spend half as much time watching a boring ad before my vid as it takes to watch the video alone.

    Most anytime I see a short video with a pre-roll, I bail on the vid and find something better to watch.

    http://www.youtube.com/watch?v=gyeemtS1jII     Posted by Pablo, USA
  • ...the reason I dont watch live TV - everything is Sky+ - so can get rid of the stupid adverts - I've encountered some already on YouTube and just look for another video - I want to watch what I've asked for now, not in 12-15seconds time!!! Posted by Chris, UK
  • ....pre roll or any other form of advertising on youtube videos will not be popular. I would definitely not watch the video and skip it to another without an advertisment on it. If need be, Ill switch to another website that does not have annoying (however short) ad clips. Posted by Brad, UK

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