YouTube is reportedly testing a new online video advertising idea. The idea is similar to what is already used by Hulu and allows a user to decide whether the user wants to see one video ad during long content or maintain regular commercial breaks. The theory is that people will actually pay more attention to the online video ad if they have a choice in when and how they watch it. The choice for the test will be watching one longer ad before your program begins or watching shorter, 30-second ads at regular intervals during your long-content video program.
This is not the first time that YouTube has experimented with giving viewers a choice about how to watch online video advertisements during long-content videos. However, when YouTube tried this experiment a few years ago, it reportedly found that it didn’t have enough online video ads to make an informed decision about whether the experiment worked. Now that may have changed, as there are more video advertisements on YouTube today than there were just a few short years ago.
We do not yet know the results of this YouTube test or whether any permanent changes will be made as a result of the test. We do already know, however, that the test could have interesting implications for both viewers and online video advertisers.
Our YouTube video producers will continue to monitor YouTube updates, and we wish all online video advertisers best of luck with their marketing efforts.