YouTube Debuts First Watch Advertising Program

YouTube LogoThe first time you watch a video produced by a YouTube partner each day, expect to see a new type of pre-roll advertisement that YouTube calls First Watch.

YouTube has been testing the ads, which have thus far only been seen by about 15 million users. YouTube reports a 1 percent click-through rate.

This is an extension of YouTube's "masthead" ads - the ads that begin playing when you visit YouTube's homepage, such as today you'll find an ad for the HP Veer. 

YouTube Masthead Ad

YouTube advertisers involved in the test have included Tommy Hilfiger, Hotels.com, Lifetime, Macy's, and Virgin Mobile.

First Watch videos won't appear on user-generated videos. 

(via The New York Times)