Agency: Wieden & Kennedy London
By YouTube, brandrepublic.com, Monday, 20 June 2011 08:30AM
TrueView is a skippable pre-roll advertising format which gives viewers the choice to skip the ad after five seconds if they do not like it.
Advertisers only pay for a full view of the ad and any skipped exposures are not charged.
The option to skip increases user response in the first five seconds. This is true whether they choose to view or skip the ad.
On average, opted-in users are over 75% more engaged than users who view standard pre-roll
Scores are aggregated across all ads within a single condition and are derived from the emotional intensity during the first five seconds of each target ad in that condition.
Users viewing the whole of a skippable ad (choosing not to skip) were 75% more engaged than those viewing the same ad as a standard pre-roll.
Users viewing the whole of Walker's skippable ad (choosing not to skip) were 273% as engaged than those viewing the same ad as a standard pre-roll.
Eighty one percent of users who viewed a full ad (either standard pre-roll or a viewed-through skippable ad), could subsequently recognise the ad, while 59% of users who viewed only the first five seconds of the ad were able to do the same.
Better than forcing viewers to watch your commercial is having them want to watch your advert - whether that is by viral sharing or in this case, not skipping.
This article was first published on brandrepublic.com