YouTube Will Let Users Watch More Ads to Start in Order to Avoid Disrupted Viewing

ISSUE 22
03 / 12 / 2018

YouTube Will Let Users Watch More Ads to Start in Order to Avoid Disrupted Viewing

Based on Youtube's research that fewer interruptions is correlated with better user metrics, including less abandonment of content and higher rates of ad viewing, Youtube is testing ad pods - two ads stacked back to back, where viewers have the option to skip directly to the content if it’s not the right ad for them.

This might lead to more viewers willing to watch a couple of ads to completion in order to avoid being hit with a mid-roll ad later on in the playback. YouTube notes that it will continue to offer new ad formats and options in line with usage trends, which should help marketers generate better results.

Categories: