PT  - JOURNAL ARTICLE
AU  - Pashkevich, Max
AU  - Dorai-Raj, Sundar
AU  - Kellar, Melanie
AU  - Zigmond, Dan
TI  - Empowering Online Advertisements by Empowering Viewers with the Right to Choose
AID  - 10.2501/JAR-52-4-451-457
DP  - 2012 Dec 01
TA  - Journal of Advertising Research
PG  - 451--457
VI  - 52
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/52/4/451.short
4100  - http://www.journalofadvertisingresearch.com/content/52/4/451.full
SO  - J Advert Res2012 Dec 01; 52
AB  - In 2010, YouTube introduced TrueView in-stream advertising—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 “skippable” 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'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.