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YouTube engages viewers by giving them choice

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YouTube’s research shows that ad skipping isn’t all bad

YouTube has revealed how its bespoke service, TrueView, keeps the most engaged viewers watching.

December 2010 saw YouTube launch a new advertising service, TrueView, aiming to engage viewers by giving them choice. The new concept means that advertisers only pay when either the full advert, or 30 seconds is viewed (whichever is shorter). YouTube has compiled research, which has been revealed this week, suggesting that the TrueView technique gives advertisers an advantage.

At a conference Bruce Daisley, sales director at YouTube and Google, spoke about the success of TrueView, saying that: “TrueView challenges the old models and for the first time advertisers can see how often their ad is being skipped and it gives the media agencies the chance to challenge the creative execution.” He also revealed that on average only 30 per cent of viewers chose to skip ads when given the choice.

Remaining viewers are more engaged

The research also showed how the viewers who opted into the ads, and refrained from skipping, were 75 per cent more engaged than an average user on the site. Daisley quoted a case study from Walkers where those choosing to view the ad were 273 per cent more engaged than those who were obligated to view the ad as a standard pre-roll. The study, conducted by Ipsos MediaCT, explained that 81 per cent of users who viewed a full ad could recognise the same ad on a subsequent occasion.

YouTube is acknowledging that viewers want more choice and, in fact, what keeps viewers engaged and compelled is content and imagery. The popular video sharing site is also allowing users to get rid of its logo on videos they upload, after apparently recognising that YouTube’s logo is not particularly enticing and a preview image can mean the difference between someone clicking play or not.

Written by Nicola Hughes

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