YouTube has launched a new advertising format branded ‘TrueView’ that allows viewers to skip adverts they aren’t interested in.

The new advert format will play ads for just five seconds before the viewer can skip and in some cases it will be possible to choose which advert appears.

Advertisers will only pay for the adverts if a user does not skip the advert and out of those that do view the adverts, advertisers appear to be enthused by the fact that the audience would appear to be interested in what they are being shown.

The new advert format matches Google’s strategy of letting market forces dictate which adverts are most relevant and hence successful for the advertiser and thus also less intrusive for the end user.

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