Huh. Here's a weird blurb of info (sorry Jeremy, stepping on your toes here): YouTube has announced that just 30% of their skippable ads were actually skipped. Bruce Daisley, Sales Director at YouTube, said in a recent interview with MediaWeek said that recent research done by Ipsos MediaCT shows that almost no one skip the ads when given the opportunity.
A low 30% are actually skipping ads. That's interesting news for advertisers who were worried that it would mean the end of pre-roll ads on YouTube content. Seems that users are more than happy to sit through some ads to get to their YouTube content with 7 out of 10 just letting the pre-roll, roll on.
He also said that those who watch the ads willingly are 75% more engaged with those ads, which of course speaks to the value of user choice ads and TrueView specifically. In fact, the difference is 273% more over those who were forced to watch an ad as a standard pre-roll.
Here's another interesting stat: 81% of users who viewed a full ad (either standard pre-roll or a viewed-through skippable ad) and 59% of users who viewed only the first five seconds of an ad could subsequently recognise the same ad.
Those numbers are for both skippable and the normal non-skippable types. So that's a pretty big jump in attention level so that they can be more prepared to skip over the ad.
That's also in line with some recent DVR use engagement levels with ads which I wrote about a few weeks back. If you're looking to skip the ads, you generally remember them far better it seems (Video Advertising Recall 2X Higher Than TV, According to Study)
So now we know that both giving users a choice about watching ads and the ability to skip them entirely works in the advertiser's advantage, even though they're not watching the majority of ads. So perhaps advertisers might start experimenting with something like 5-14 second ads to see if they are watched longer, recalled more and create more engagement or intent to purchase. That could be great for advertisers on a tight budget if they can shave down seconds off every ad they make.