As brands are realizing, online video ads currently have a strength that old school television ads lack. They can’t be fast forward. But that will soon change. This week at Google’s “Real-time Bidding, Banner Ads, Google’s Newest Big Business and Burgers,” YouTube’s Baljeet Singh revealed that the company’s skippable ads are immenent.
That may be sad news for advertisers hoping for a more captive audience online. But Google is betting that giving users more control over their ad experience will improve the quality of online video advertising. And make users pay more attention to the ads they see.