studies
Effect of Consumer Choice on Advertising Effectiveness: UK Icon
This UK study used eye tracking, biometrics and an online survey to understand levels of engagement in YouTube TrueView Skippable pre-rolls versus standard YouTube pre-rolls, in which viewers are not able to skip the ads.
The key findings were:
- Opted-in users were 75% more engaged whilst watching TrueView Instream ads, compared with those watching the same creative as a standard pre-roll.
- Skipping after the first five seconds of a TrueView Instream (a free impression), delivered over half of the uplift to Advertising recognition compared with a full view.