35% of Viewers Watch Skippable YouTube TrueView Ads [Report]
Some early results are in on YouTube TrueView video ads, the cost-per-view skippable ad model launched back in December. In a beta test conducted by one of the first TrueView advertisers — sports camera-maker GoPro — 35 percent of viewers who were served GoPro ads watched them in their entirety, according to a ClickZ report.
The company’s four-month beta test began in October. GoPro ran 30-, 90- and 120-second ads consisting of footage shot by athletes using its cameras.
YouTube sells TrueView advertising on an auction basis, similar to search and YouTube’s other formats. YouTube determines the placement of ads.
The change will take AdWords "TrueView" video viewing from three formats to two: in-stream and in-display. The change will fold in the former third option, in-search viewing, with in-display. All video campaigns will be upgraded starting May 15.
Google has added several new columns to Adwords reporting for video advertisers, to help them better understand the impact of their ads. Earned views, earned view rate, and earned subscribers are a few of the metrics now available for video ads.
Google is bringing skippable video ads to online games. Calling TrueView ads among its most successful, Google is now supporting the in-stream ads for game publishers on the DoubleClick Ad Exchange, AdSense for games, and select publishers on AdMob.
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