The Benefits Of Ad Skipping And The Challenges Video Advertisers Face

Ad skipping has ushered in a whole new tangle of problems and confusion for video advertisers. For the customer, skipping ads is a great idea. After all, isn't it better to simply zip on past the ads you don't want to see? Sure it is. But what is all that skipping doing to the multi-billion dollar industry of video ads? There are some definite challenges and definite rewards. Let's take a look.

The Challenges of Skipping Ads for Video Advertisers.

The big drawback to skipping ads is the obvious fact of fewer ad views. When a publisher pays for the ad development and placement, they are paying in hopes of attracting new customers. When potential customers skip ads, that means the advertiser isn't getting the views they're so desperately seeking.

The Rewards of Skipping Ads for Video Advertisers.

• Good user experience. User experience, or UX, is the king of the hill when it comes to the Internet and technology. In order for any ad publisher to be successful, the user experience must be very strong. The problem, however, is that ads are generally viewed as a negative component of user experience. The solution? Give the potential customer the option to skip the ads. When customers are presented with options, it creates a psychological sense of appreciation. This appreciation, obviously, translates into a far more positive user experience. When it comes to payoffs, a better user experience is usually much preferred than having your video ad viewed.

• Publishers are compensated for skipped ads. Some skipping services such as SkipIt actually pay advertisers when a customer clicks through an ad. The way it works is simple. The customer pays a small fee for the privilege of skipping ads. Part of the cost is then transferred to the ad publisher who pockets the money simply for having a skipped ad. Granted, this is contrary thinking for most ad publishers since the main point of an ad is to put that ad in front of a potential customer. However, if a potential customer is truly uninterested in viewing that ad, they're probably not a good lead. Therefore, it only makes sense for the publisher to gain at least some reward from their ad being skipped. In some cases, the publisher may even gain more revenue from the skipped ad than they would have gained from the traditional video ad placement.

Every publisher will have to weight the pros and cons of skipping ads. Yet as the advertisement-skipping technology matures, there seems to be an upside to permitting ad skipping.

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