YouTube Will Run Back-to-Back Ad Pods Before Videos to Reduce Breaks
YouTube has finally realized that fewer ads are better for a more than immersive user feel, and also pb to fewer viewer dropouts from the video. The company volition launch 'Advertizing Pods' or back-to-back commercials before a video begins to boost visibility metrics for the ad and besides decrease user attrition mid-video due to multiple ad breaks.
"Our contempo user experience research suggests that in addition to factors such every bit the length of ads, viewers are quite sensitive to the frequency of advertizing breaks, specially during longer viewing sessions." Khushbu Rathi Production Director for Video Ads at Google, wrote.
The idea is that the double-header ads will result in up to xl percent fewer interruptions through the video in the session. YouTube has conducted experiments that have turned out promising results in this area. Information technology has shown an 8-xi per centum increase in unique reach and a v-ten percent increase in frequency for advertisers.
Ad pods are coming to the desktop version i.e. YouTube.com offset. Based on user feedback and other factors, it will be rolled out to the mobile app and mobile website, followed past Tv version of YouTube.
Interestingly, Idiot box screens are a big growth area for YouTube these days. On average, users watch over 180 one thousand thousand hours of YouTube on TV every day, Google says. Last month, it introduced the Television screen equally a device type for Google advertisers hoping to tap into this market, and letting them customize ads for the TV screen.
In the past yr, YouTube has faced huge criticism over its ad business organization – with everything from monetization on controversial videos to inappropriate ads before videos aimed at kids. Information technology has definitely put off some brands, who may now come across greater value in spending ad dollars on YouTube. Of course, ad pods audio groovy at this moment, but having to watch two ads before getting to a video could also accept other effects on session time and views, especially outside the experiment phase. So it'south not guaranteed to be a success.
Source: https://beebom.com/youtube-ad-pods/
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