YouTube is poised to make a series of serious tweaks to its service, which could both benefit and potentially concern advertisers.
Reports in the US suggest that the Google-owned video giant is to roll out a YouTube-wide subscription package allowing viewers to completely bypass pre-roll ads.
It has also confirmed that it will be introducing more interactivity to its TrueView video ads, where layered items of interactivity will bring the static screen to life.
Google yesterday revealed via its blog that “one of the top requests from brands has been to make videos more interactive, particularly on mobile. So we’re introducing cards for TrueView in-stream ads, a new feature which will make video ads a more engaging, interactive experience for viewers across all screens.”
Unlike free-form annotations on ads, cards work on mobile. Google also promises that cards on YouTube broadcast via TV will also be available in the near future, meaning viewers will always know how to get more info about video ads, regardless of how they engage with the video site.
TrueView ads were launched five years ago and in that time have become very successful. They allow for users to skip after five seconds. On the plus side, advertisers pay only once the viewer has watched the ad in its entirety.
In a statement issued in the US overnight, You Tube boasted: “With the introduction of ads you can skip, brands have amped up their game and created videos that feel less like ads and more like content you want to watch.”
It adds, “In fact, last year four of the top 10 trending videos of the year were created by brands.” Those brands were Nike, The Voice Italy, Budweiser and ERB.
The number of advertisers using TrueView grew 45% in 2014 and the top 100 global brands have all run TrueView video ads over the past year.
However, the news about TrueView cards has been somewhat overshadowed by the news that it is also rolling out a monthly subscription model that will allow viewers to bypass pre-roll ads, and has apparently notified creators that terms and conditions relating to revenue share are being updated.
“While we can't comment on ongoing discussions, giving fans more choice to enjoy the content they love and creators more opportunity to earn revenue are always amongst our top priorities,” Google said in a statement.
The potential introduction of a subscription service is hardly a shocking revelation, and will no doubt come as no surprise to those working at the pointy end of digital media.
Last November, after many months of beta testing, YouTube finally rolled out its long-mooted YouTube Music Key, a music subscription service which allows users to watch videos with no adverts, and is plugged into a download offering via the Google Play platform.
Interestingly, the moves come as Google has launched a seven-minute video ad for Android that encourages users to skip it all the way through. Watch it here.
Email Nicola at nicolariches@yaffa.com.au.