Eurosport is making full-length adverts skippable on its free digital platform Eurosport.com and the Eurosport app.

The initiative, effective immediately, will give visitors to Eurosport’s digital platforms (excluding Eurosport Player) the opportunity to skip pre-roll ads on free content after six seconds. As well as enhancing the consumer experience, Eurosport says the changes will also offer potential advertising partners the flexibility to utilise video ads as short as six seconds to meet their communications objectives.

David Fisher, VP Digital Ad Sales, said: “We believe that six second ads offer the perfect opportunity to deliver a brand message whilst not alienating users. We hope our advertisers take on the challenge of delivering great six second copy – but if only a thirty second ad will do, having the skip functionality enabled and putting our users first can only be beneficial to our advertising partners.”

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