88% of YouTube viewers skip the ad

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You know those (sometimes annoying) advertising videos that pop up before you can watch a YouTube video? Did you know that even if you skip that ad YouTube still counts it as a view…. well, kind of.

According to Google, even if the video is one or two minutes long, if you watch 30 seconds or more it will count as a full view. But what is even more surprising, is that only 12% of South African video get a full view through rate.

Crunching some numbers, it starts to show a pattern – if a full view is considered to be more than 30 seconds, and only 12% of SA videos get a full view, that means that 88% of YouTube viewers skip the ad within the first 30 seconds.

That is according to Jared Molko, head of brand solutions for Google South Africa.

Molko also revealed that people that subscribe to YouTube channels are twice as likely to more videos on a channel than someone who isn’t.

“We have seen that fans of a channel are watching twice more videos than non-fans. So for a brand, what is the value of a fan? Videos are expensive to make and less than 4% of videos double in revenue the cost that it was to make the video.”

But with that said, he also mentioned that videos are obviously becoming more and more prominent.

“When you Google something on a browser or mobile phone, videos are appearing as the first results on the page about 58% more than before. Brands are do well on Google and YouTube are the ones that tell good stories, and good stories take time to tell,” added Molko.

…and here is a bit of an insider tip for anybody uploading videos to YouTube – label your video as Arts and Entertainment, as 80% of the videos served on YouTube are labelled as such, and they more often than not get more views than any other YouTube category.

Charlie Fripp

Charlie Fripp

Charlie started his professional life as a motoring journalist for a community newspaper in Mpumalanga, Charlie explored different journalistic angles since his entry into the fast-paced world of publishing in 2006. While fostering a passion for the arts, Charlie developed a love for technology – both which allowed him to serve as Entertainment and Technology Editor for an online publication. Charlie has since been heavily involved in consumer technology for various websites and publications. He thoroughly enjoys World War II films and cerebral documentaries; aviation; photography and indie music. Oh yes, and he also has a rather strange obsession with collecting coffee mugs from his travels.

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