POSTED March 21, 2011 16:45 YouTube introduces new full-video advertising including fast-forward function

• by David Herborn

After introducing a large-sized banner ad on the homepage, called “Roadblock”, YouTube introduced a new format for full-video advertisement. It is called “TrueView” and plays a commercial before the original video starts. Clou is the possibility to cancel the ad after watching it for 5 seconds and resuming with the video. Until then the viewer had to wait until the ad has finished in order to continue with the chosen video.

On the other side the advertiser has some advantages, too: Fees for airing the ad are only due if the viewer decides to watch the commercial longer than 30 seconds or, in case of a 15 seconds commercial, in its whole. Furthermore, the viewer should be very attentive concerning the ad as he has decided to watch the commercial.

The challenge for the advertiser will be to design the commercial in a specific way: The viewer has to get an impression of the announced product and has to become curious within the first seconds.

Generally speaking, there are some guidelines referring YouTube as an advertising medium. Those are amongst others: size, format and length of the video. YouTube provides some tips and a detailed handbook on its homepage (Link).

Further Information:

18.03.2011 – ECIN: Neue Customer Touch Points beim Online-Bewegtbild
17.03.2011 – GoogleWatchBlog: YouTube Werbung überspringen
17.03.2011 – YouTube: TrueView-Videoanzeigen
17.03.2011 – YouTube: Leitfaden für Anzeigenspezifikationen