The TrueView ads will run where video advertisements already run in-stream for games video, such as pre-, mid and post-roll. Advertisers pay on a cost-per view basis for TrueView in-stream ads that allow the viewer to skip after five seconds, costing the brand nothing.
A Google study conducted earlier this year suggests that skippable ads deliver 50% more attention by reducing viewer drop-off rates compared with standard in-stream ads. Overall, viewers choose not to skip an ad between 15% and 45% of the time. An earlier Google and Ipsos study found that people who choose to watch a skippable TrueView in-stream pre-roll ad are 75% more engaged than users who are forced to watch a standard pre-roll.
Google found that in-stream video ad impressions tripled from January through March 2013. Fans rely heavily on game brands for trailers, demos, and launch video as they determine interest in purchasing a new title. But after release, gamers seek out tutorials, walk-throughs and parodies from third-party publishers. YouTube also found a direct correlation between the top 10 selling console games in 2012 and the level of engagement for pre-launch video.
The content type that is more engaging and attracts most likes and shares is tutorials, Walk-throughs and Game Powered entertainment and the pre-launch views are generated from brand released content.
Gamers increasingly turn to YouTube on evenings, weekends, and over the course of the summer. Overall, 32 percent of views occur between 6 p.m. and 10 p.m., and viewing spikes 17 percent during the summer and 18 percent on weekends.
Marketers who want to connect with this community on YouTube should tweak their strategy to reach gamers when they’re most likely to be on the site.
Source: Google Insights, Media Post, Video Courtesy of YouTube and Mashable Video Charts.