14 DAY TRIAL // YouTube is finally introducing a new video ad format that's been toying with for quite some time now. The interesting thing about TrueView ads, as they are called, is that you can skip them after only 5 seconds and get to the content that you do want to see. While counter-intuitive, YouTube hopes that the new ad format will prove popular with both users and advertisers.
TrueView ads are pre-roll ads with a twist. This type of ads is the most effective at getting users' attention, you have to watch them to get to the video you wanted, but they're also the most annoying.
And many times, especially if the ads are long or just plain boring, users will simply close that tab and forget about the video, something especially true for viral content.
YouTube, like other video sites, has to pay the bills - and this means ads - but it also has to keep users interested.
TrueView ads are an interesting idea since they basically force advertisers to come up with ads that people will actually want to see without shoving then down their throats.
The ads will have a 5-second counter and indicate to the viewers that they'll be able to skip them after that time is up. After the 5 seconds, viewers can simply click on a link and get to their video or wait for the ad to finish.
Five seconds is probably acceptable for most people, so there should be very few that are turned away by the ads. And if the ads are good, there should be quite a few that will watch them to the end.
For advertisers, the appeal is that they only have to pay if the users don't skip the ads. What's more, they'll know for sure that, for the ads that they do pay, the viewers were genuinely interested in the product.