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YouTube to launch skippable ads, which might actually help advertisers
Well, it might actually be better for everyone. As Hulu is finding out, users totally hate ads in their Web video. Seeing advertising isn't expected, the way it is with TV. If ads are good enough, though, they'll watch. Hulu tries to take advantage of that by letting users rate ads. YouTube won't need to, because it has the power of Google's massive analytics database on its side. It'll eventually learn which ads users are skipping most, and show them less often.
This is actually a potential win for advertisers, because they get to find out which ads are working, and when they need to go back to the drawing board.
[via Mashable]
Comments
5
Subscribe to commentsOskarJun 30th 2010 11:00AM
THE ADS ARE NOW DIAMONDS! I'm on a horse.
JayenkaiJun 30th 2010 11:16AM
Kinda works, I guess..
I wonder if they'll take "Repeat Views" into account, though?
I mean, if I really like an advert I might watch it a few times when it appears.. But a 4th/5th time? Well, then I'd skip it.
Wonder if the googlemagic would account for that, or if the advertisers would just get a "They Skipped It!!!!!!!" warning?
minibarJun 30th 2010 11:54AM
maybe you're thinking not skipping an ad is equivalent to click-through (which i've read is one of the most reliable measures of effectiveness), but not skipping is passive and non-directed, while click-through is overt and targeted. if an ad is skipped, then it is ineffective, but that doesn't mean ads not skipped are effective, for they could have negative (for advertiser) or no effect. i'm no ad expert, but not skipping ads seems like it would be better used upstream to create ads unoffensive enough to be able to convey some targeted idea or message. for this reason, hulu's rating system may more accurately rate effectiveness.
JoshJun 30th 2010 12:22PM
And I am sure ABP will either block these or be able to soon after they are launched.
rokobungiJun 30th 2010 9:38PM
whenever they ask me to rate an ad if I feel they have effectively targeted me and it is a good ad I rate the ad as bad but if it's for something I would never buy anyways I click the I like it button.
if I think the ad will discourage people from buying the product I click the I like it button also.. just anything to make the ads less effective.