Google has announced that TrueView, the skippable ad feature on YouTube, is now available on some mobile and tablet devices. 

TrueView, introduced for desktops in late 2010, allows users watching YouTube videos to skip ads after five seconds and marketers only pay for ads that a person has watched. 

Currently TrueView only works on Android devices but Google plans to roll this feature out to all mobile devices, including those running Apple’s iOS platform. 

TrueView in-stream ads will automatically appear on mobile but marketers will be able to use the advanced settings to opt out or target viewers based on device and operating system. 

According to a Google spokesperson, TrueView is one of YouTube’s most successful ad formats to date, accounting for 65% of all video ads on YouTube.

YouTube also offers Promoted video ads, which appear at the top of video search results of YouTube’s mobile platform. 

YouTube’s mobile platform is critical to its strategy as more than 20% of global YouTube views come from mobile devices, according to YouTube figures. 

Posted by 

Smarayda Christoforou

For more articles on mobile marketing please visit the DMA Mobile Marketing Council blog.