Advertising: TrueView to Offer Ad-Viewing Options – Advertising Age – Digital
SAN FRANCISCO AdAge.com — Whether its walking out of the room, fast-forwarding on a DVR or paying for premium cable, consumers are used to having choice with ads on TV. Soon, theyll have a different kind of choice on YouTube.YouTube is expected to pull the wraps off several new ad units designed to give users the choice of which ad they watch — even if that choice is to watch none at all.The ads, which YouTube calls TrueView, give viewers a choice of three different ads to watch. Users can also skip the ad altogether and the advertiser isnt charged.For short-form content, a user may get a TrueView in-stream ad, which she can skip if she wishes. For longer-form videos, YouTube is planning to give users the choice of watching a video with ad breaks or ad-free after watching one of three video ads first. Users choosing the long-form video with ad breaks may or may not get a “skippable” ad.All of these formats are expected to roll out in the next few weeks. YouTube wouldnt say which advertisers had tested the format, but did say at least two political candidates had tried the new service.The notion of choosing from a selection of ads isnt a new one. Hulu filed a patent for its “Ad Selector” service back in 2007 and has reported its seen a high success rate in allowing viewers to pick their own ad. Hulu limits the choose-your-own ad inventory to about 10% of its videos.