At some point, we have all probably watched a Youtube video or two. But an avid watcher of Youtube or not, most of us who click on a video have experienced having to sit through a few agonising seconds to watch adverts that we may or may not even care about. Those minute-long advertisements at the start of a video? Annoying, but at least you can skip them after a few seconds. Those sudden clingy adverts that interrupt you while you're watching a hilarious video of silly cats? Definite hell.
Rejoice. You can now watch cute dogs on your phone without cutting your joy mid-roll.
Here's how Youtube explains their decision to revise their advertisement displays:
"Our recent user experience research suggests that in addition to factors such as the length of ads, viewers are quite sensitive to the frequency of ad breaks, especially during longer viewing sessions. Through this research, we also learned that fewer interruptions is correlated with better user metrics, including less abandonment of content and higher rates of ad viewing. To respond to this, we will begin testing ad pods - two ads stacked back to back, where viewers have the option to skip directly to the content if it’s not the right ad for them."
As is stated, Youtube will experiment on not presenting ads in the middle of a video and instead, stack two adverts at the beginning that can be skipped after a few seconds if they're not the right product or service for the user. That is hypothesised to bring in more user engagement as there will be less viewing abandonment. That is also somewhat of a compromise for marketers, as this new advert placement encourages users to sit through the advertisements at the beginning, rather than not being viewed at all due to users exiting the video after a sudden disturbance.
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