Over at our sister site ClickZ, Zachary Rodgers has the news on a new YouTube test where a "Skip" button is added to some Pre-Roll ads. This would allow users to avoid watching advertisements before the video they've chosen to watch.
YouTube hopes the test will lead to more creative ads. But this also could be a step towards performance pricing in video ads.
Don't expect big changes anytime soon. Pre-roll ads only appear on premium content from the likes of Sony and MGM. And YouTube maintains that the primary goal is better ads.
Optimising Digital Marketing Campaigns with Search, Social and Analytics
At SES London (9-11 Feb) you'll get an overview of the latest tools, tips, and tactics in Paid, Owned, Earned, Integrated Media and Business Intelligence to streamline your marketing campaigns in 2015. Register by 31 October to take advantage of Early Bird Rates.