YouTube plans to introduce new advertising choices that will allow viewers to pick one of three different ads to watch–or to skip the ad altogether, in which case the advertiser isn’t charged, reports Irina Slutsky in Advertising Age.
Called TrueView, the new ad units may be presented to viewers in-stream for shorter videos, in which case the viewer can skip the ad, the story says. In the case of longer-form videos, YouTube will give viewers the option of either watching with ad breaks or watching ad-free if they agree to watch one of three ads at the start, the story notes.
The longer videos may or may not include a "skippable" ad. YouTube declined to say which advertisers had tested the format, which will roll out in the next few weeks.
Ad selection isn’t new–Hulu has previously introduced such a service–but the skippable ads are, the article notes. Advertisers were at first resistant, but, "The thing that tips them over from that gut reaction is you’re not paying for those skipped ads, and it’s a system that allows you to reach that opted-in engaged audience at scale," said Phil Farhi, a Google senior product manager.