One Click Away...

Molly Wipf
Advertising Article #2

There is nothing better than watching a YouTube video and having the option to skip an advertisement. These "TrueView Ads" have become so popular that senior vice president of Google, Susan Wojcicki announced that users will now be seeing the skippable advertisements in both apps and games. This is the first time that Google will run TrueView ads versus non video inventory. Google is trying to create a hands on, interactive experience for their users and TrueView ads have lead to a 40% reduction in the number of people who click away from a website because they know that they will only need to watch an advertisement for just a few seconds.

Wojicicki has articulated that in order for Google to grow, they need to establish a more connected community. In order to be connected, the websites advertisements must be able to effortlessly flow. Google does not necessarily rely on the amount of clicks from a website, but the $43.7 billion dollar company relies heavily on accessible, undemanding, search clicks. I think that the increase in TrueView ads will certainly transition us into an almost completely two-way, interactive world. Placing these ads in apps and games will make it easier for companies to calculate the effectiveness of short advertisements. As a society we have a very short attention span and I think TrueView advertisements strikes a quintessential balance of both advertising success and user happiness. 

http://www.adweek.com/news/technology/google-bringing-trueview-ads-apps-games-147558