In a media-rich world where television viewers have long been able to record the shows they want to watch and then skip the advertisements, it’s obvious why skippable ads transferred to the cyber world of online videos. The fact is, according to Google and DoubleClick’s Rise of View Choice study, people who viewed skippable video ads online were 75 percent more engaged than users who were forced to sit through the whole video ad. How can viewers be engaged with an ad that they skipped most of? Turns out that when a brand offers the viewer the chance to skip the ad, it causes the viewer to regard that brand more favorably than when a brand makes the viewer watch the ad. Bonus: Skippable ads generated higher purchase intent, too.
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