YouTube announced Wednesday a new broadcast experience " ad pod " that will broadcast two pre-roll or mid-roll ads that can be disabled, one after the other. Currently being tested on desktops only, pods will soon be deployed on mobile and connected TVs. The units create an advertising experience that is much more like television.
Why You Should Care
According to his research, YouTube indicates that fewer ad breaks are associated with better statistics, especially at lower content drop rates and at lower rates. higher rates of viewing ads. By combining ads in a "pod" of a video, rather than showing a pre-roll and mid-roll ad in a video. Through this test, YouTube hopes to see viewers, especially those who watch longer content, will be more likely to watch ads and stick to the content they watch.
We reported in June that YouTube had begun broadcasting more announcements of pre-roll and mid-roll . With this test, YouTube indicates that advertisers see their ads and reach increased when their ads appear in pods.
More information about YouTube announcement modules:
Advertising pods will not ship with each video, but will be surfaced based on the length of a video.
According to YouTube, viewers experienced up to 40% fewer interruptions when two ads ran in a single pause compared to a video.
"The first experimental results also show an increase of 8 to 11% in the single scope and an increase of 5 to 10% in the frequency of display for advertisers, without impact on brand awareness metrics," said the company.
About the author
Amy Gesenhues is Third Door Media's general assignment reporter. It covers the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning columnist for several dailies from New York to Texas. With over ten years of experience in marketing management, she has collaborated on various traditional and online publications, including MarketingProfs.com SoftwareCEO.com and the magazine Sales and Marketing Management. Read more articles from Amy.