If youtube knows that I am going to skip the ads anyway, why does it still show the ads every 5 minutes but also has a skip button? Either they should have compulsory ads or not have it at all.
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It’s just my point of view, but :
* Unskippable ad -> I just go do whatever else then come back and return to the video.
Time seen : 1sec at most
* Skippable ad -> I see the 5 sec necessary thus get the brand ingrained in my mind, with the most valuable infos the company wants you to see (because they know nearly everyone will skip).
**The forced interactivity to skip the ad** + the length short enough to force you to watch it (you ain’t gon’ leave and come back to skip it, it’s 5sec, no time to do a google research or whatever), **makes me see the ad more.**
It’s only 5sec, but at least now i know the brand.
Unrelated, but i have the amazing ability to have a shitty memory, so i won’t know the brand for long, but hey, it probably works for others 😉
Whether ads are skippable or not is up to the advertiser who pays for them. For a skippable ad, the advertiser doesn’t get charged if the ad is indeed skipped (within a certain number of seconds). So the idea is: I don’t want to pay to show an ad to someone who isn’t interested in what I’m advertising. I just want to pay to reach those few people who see the first bit of the ad and are engaged by it. And it’s a win-win, because viewers also don’t want to see ads that they aren’t interested in. This is a good fit for ads that promote specific products or target niche markets. Also, if you only see the first five seconds, that still means you got a little exposure to it, and the advertiser gets this for free.
(If you can’t imagine ever not skipping an ad: it does happen. I’ve even, on rare occasions, done it myself. Sometimes you see something you’re actually really interested in, even if it’s only once in a thousand ads. And advertisers are fine with that. They know their ad will (usually) only ever appeal to a small fraction of the population anyway, and so they’re always looking for ways to pay only for ads that actually reach those people. Which is increasingly possible on the internet, given the data that is available about users in order to personalize their ads.)
However, sometimes the main point of the ad is just to build brand recognition and familiarity. M&M’s knows that you’re not interested in watching their lame ad. You’re not going to click through on it to find out more about M&M’s. The whole goal is that, next time you’re tempted to buy a snack, M&M’s is high on your list of options that come to mind, just through sheer familiarity. So for that type of scenario, unskippable ads are a better option. These are the same ads that, in old media, would feature on main street billboards or on primetime TV. The skippable ones are more those you would find in trade magazines or relevant stores, or around relevant niche TV programming (e.g. commercials for fishing equipment scheduled around a fishing show – not around American Idol).
Skippable ads are still ads you can remember.
And don’t directly blame YouTube for video ads that are in the middle or every 5 minutes of a video, those are added manually by creators, they can do it if their video is at least 8 minutes long. Same with unskippable ads at the beginning, creators can turn them off.
YouTube is trying to find out what ads you don’t skip, therefore YouTube knows what you actually like and fix their prediction model if the data is wrong.
Also the ad publisher knows if this is an engaging ad and if literally nobody liked it even if user profile data suggested people interested in this product didn’t stay to watch the ad, they know it’s a bad ad and try better next time.
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