Fun survey of the week comes via Google, which claims that 46% of online video ads are never viewed. In fact, 76% of those never even appeared on the device’s screen belonging to the person who wasn’t viewing them. Oh, but these are online video ads everywhere except YouTube, where 91% of video ads are viewed – even if just for a few seconds then skipped using its TrueView technology.
So yes, this is a study very much intended to show YouTube in a positive light. However, new channels are opening up for video ads that may buck the trend. Snapchat, for example, has announced plans for a ‘Two Pennies’ initiative that will charge advertisers two cents per view of 10-second ads running within its app’s Discover section. “It’s a 10 second ad, two cents per view to reach a really engaged audience,” Snapchat’s Nick Bell told AdAge. So, a $20 CPM as Snapchat tries to suck some ad dollars away from YouTube and other websites.