YouTube Debuts TrueView In-stream Video Ads on Mobile Devices

YouTube’s mobile sites and apps will finally implement a skippable ad function similar to the one found on their desktop version. This means that users can go straight to a video after five seconds of watching an ad. Currently, the mobile format forces users to watch an ad for its entirety while iPhone users watch videos ad-free.

The addition of skippable ads will likely benefit YouTube and its partners as they begin understanding the growing shift towards mobile. Here’s how the changes will affect users and creators on YouTube.

Focus Shifts To Mobile

YouTube users are watching videos through their smartphones and tablets at an increasing rate. By targeting mobile users through adding skippable ads, while diminishing forced ads, YouTube and their advertisers are tapping into a fast-growing demographic. Mobile viewership tripled since 2011 and is currently available on 350 million devices, according to the video-streaming site. This may alleviate YouTube’s problem of not profiting from user-generated content on smartphones.

More Money For Google and YouTube Partners

When the Apple-built YouTube app for the iPhone and iPad becomes history as iOS 6 debuts, it will be a plus for Google. They will likely create their own app for the iPhone which will include these skippable advertisements. Google will likely gain more ad revenue once their own iPhone app debuts. More money for Google means a bigger share for YouTube partners and its ambitious 100-plus channel experiment.

It Benefits Impatient YouTube Viewers

Creators want to be able to have their cake and eat it too. They want a YouTube experience that has less ad time but also want to be able to generate more money for their projects. If YouTube did not have skippable ads on their mobile formats, viewers would show less interest in watching videos and instead stick to the desktop version of YouTube. Since skippable ads will become a reality thanks to advertisers paying premium rates for this privilege, YouTube’s mobile viewers will likely wait five seconds before viewing a video rather than twiddling their thumbs and waiting for 30 seconds.

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