YouTube announced on Wednesday a brand new “ ad pod ” delivery experience which will show two skippable pre-roll or even mid-roll ads — one just after the other. Currently being tested on desktop computer only, ad pods will quickly roll out on mobile and linked TVs. The units create a good ad experience that’ s a lot more like TV.
Why you ought to care
YouTube states its research has shown that less ad break interruptions correlate along with better user metrics, including reduce rates of content abandonment plus higher rates of ad observing. By combining ads into one “ pod” in a video, rather than displaying a pre-roll and mid-roll advertisement in a video. With this test, Youtube . com hopes to see viewers, particularly individuals watching longer content, will be more very likely to sit through the ads and stay with the content they’ re watching.
We reported in 06 that YouTube started delivering more pre-roll plus mid-roll ads . With this check, YouTube says advertisers are viewing greater reach and frequency whenever their ads are shown within pods.
More on Youtube . com ad pods:
- Ad pods will not be delivered to each video, but instead surfaced based on the duration of a video.
- YouTube states viewers experienced up to 40 % fewer interruptions when two advertisements were delivered in a single break compared to being spread throughout a video.
- “ Early experiment outcomes also show an 8 in order to 11 percent increase in unique achieve and a 5 to 10 percent embrace frequency for advertisers with no effect to brand lift metrics, ” the company said.
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