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The skip ad button on you tube is killing
1. The Skip Ad button on YouTube is killing the
opportunity for Indian advertisers to use this
medium. Would you advocate that this feature
should be removed?
Tejas V
2. Introduction
• 2 Billion people visit YouTube
every month
• World's second largest search
engine
• 30,000 hours of video is
uploaded every minute
• YouTube had 19.7Billion USD
revenue in 2020
4. Skip Ad
• Skip ad Video >30s will be
charged
• <30s will not be charged
• Clicking on the ad will move to
landing page
• 82% users think skip button is
very clear
• 69% of the users skip and rest
31% watch ad
5. Engage audience even with
skip ad button
• Human attention span is 8
seconds
• Make ads creative
• Don’t use stock photos
• Story telling
• Feel authentic
6.
7.
8.
9. Conclusion
Skip ad is not killing ads it's not about
YouTube advertising format it's about ads if
ads are good and creative users will watch
without realizing the existence of skip
button and skip ad makes accurate targeting
of the ad and genuinely interested users
watch ad and remember better than ads on
any other platforms
Bumper ads - They are charged by CPM – cost per thousand impressions. Hence you pay for a bumper ad each time your ad receives 1,000 impressions.
How ads are targeted google AdSense use cookies and previous search history and based on our interests ads are targeted
Human attention span has reduced from 12s in 2000 to 8 sec so it’s a challenge for ad agency/Company to make users watch their ad so grab attention from users in the first 5 sec before skip button is active to make them watch ad by making ad creative
Incomplete information of the brand in 5 sec
Here is an example of creative ad by burger king
They made personalized 64 ads based on users search or the type of video they clicked on and grabbed users attention in the first 5 sec with the ad which was relevant with the video
This ad is by opel mokka a german car company
In the ad they included skip button and made it interactable with explaining the features of car and 2.5 mil people didn’t skip the ad and watched it till the end
There are many more ads like this for ex Grammarly made a ad with a story in it and wix started ad with a question asking do you want to create a professional website so if users are searching on how to make a professional website they get this ad this will not be ad for them it will be like a tutorial for them
