@article {Pashkevich451, author = {Max Pashkevich and Sundar Dorai-Raj and Melanie Kellar and Dan Zigmond}, title = {Empowering Online Advertisements by Empowering Viewers with the Right to Choose}, volume = {52}, number = {4}, pages = {451--457}, year = {2012}, doi = {10.2501/JAR-52-4-451-457}, publisher = {Journal of Advertising Research}, abstract = {In 2010, YouTube introduced TrueView in-stream advertising{\textemdash}online video advertisements that allowed the user to skip directly to the desired video content after five seconds of viewing. Google sought to compare these {\textquotedblleft}skippable{\textquotedblright} in-stream advertisements to the conventional (non-skippable) in-stream video advertising formats, using a new advertising effectiveness metric based on the propensity to search for terms related to advertising content. Google{\textquoteright}s findings indicated that skippable video advertisements may be as effective on a per-impression basis as traditional video advertisements. In addition, data from randomized experiments showed a strong implied viewer preference for the skippable advertisements. Taken together, these results suggest that formats like TrueView in-stream advertisements can improve the viewing experience for users without sacrificing advertising value for advertisers or content owners.}, issn = {0021-8499}, URL = {https://www.journalofadvertisingresearch.com/content/52/4/451}, eprint = {https://www.journalofadvertisingresearch.com/content/52/4/451.full.pdf}, journal = {Journal of Advertising Research} }