In what sounds like a contrarian action, YouTube is allowing viewers to skip pre-roll ads on mobile videos after 5 seconds and doesn’t make it to the end of the ad. If the user does that the advertiser doesn’t pay.
This seems contrarian because most would say that no matter how the ad is served or for how long there is value to the advertiser so they should pay. Nice thought but YouTube gets that the user experience trumps that and will ultimately help them make even more money from advertisers.
According to AdAge
YouTube is bringing its skippable video ads to mobile phones and tablets, hoping to build on the success the company says the ads have found with PCs.