This post is by Doc Searls from Doc Searls Weblog
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Seventy percent of YouTube’s in-steam ad views are those skippable TrueView ads, Google’s svp of advertising Susan Wojcicki told attendees of the Interactive Advertising Bureau’s Annual Leadership Meeting on Tuesday in Phoenix, Ariz. And consumers should expect a lot more of TrueView, as Wojcicki announced that now users will soon be seeing—or not seeing—such skippable ads in apps and games.
The move marks the first time Google will run TrueView ads against nonvideo inventory,Wojcicki said, and is intended to “enable users to have more choice.”
Even though it is the same old advertising game–something that could use some fixing–what’s impressive is that with the ad-skipping feature Google saw “a 40 percent reduction in the number of people who click away from a video when shown a pre-roll” ad.
It’s real-world proof that a free customer is more valuable than a captive one. Give people the freedom to leave and more will stay than if you had forced the issue.
I agree. Read the whole thing.