Skippable Ads
Skippable ads are video advertisements that allow viewers to skip the ad after watching an initial required segment (typically 5 seconds). This format represents a strategic balance between delivering advertiser messages and respecting user experience by giving viewers control over their ad consumption. The format encourages advertisers to create compelling opening sequences while still allowing for longer-form storytelling for engaged viewers.
Definition
Skippable ads are video advertisements that allow viewers to skip the ad after watching an initial required segment (typically 5 seconds). This format represents a strategic balance between delivering advertiser messages and respecting user experience by giving viewers control over their ad consumption. The format encourages advertisers to create compelling opening sequences while still allowing for longer-form storytelling for engaged viewers.
Examples
YouTube TrueView in-stream ads with skip button after 5 seconds
Pre-roll video ads that reward viewer attention with engaging stories
Multi-length creative approaches that work in both skipped and full-view scenarios
Sequential storytelling campaigns that build on previous ad exposure
Best Practices
- ✓Front-load key messages in first 5 seconds
- ✓Create compelling hooks to encourage full views
- ✓Design for both short and full-length viewing experiences
- ✓Include clear branding early in the video
