Dive Summary:

• YouTube skip options have long been a staple for its pre-roll advertisements for desktop-browser videos, but the site is now implementing such ads with mobile and tablet videos as well.
• YouTube's "TrueView" system, which it claims is now used on 65% of its video ads, allows viewers to end the end after five seconds and only charges advertisers if the ad plays for 30 seconds or reaches its end.
• The move is part of a larger move to claim territory in the mobile space, which Google CEO Larry Page indicated was paced to create $2.5 billion in revenue.

From the article:

YouTube is bringing its skippable video ads to mobile phones and tablets, hoping to build on the success the company says the ads have found with PCs.

Viewers using desktop and laptop computers can skip YouTube's video ads, dubbed "TrueView," after five seconds. Advertisers only pay if a viewer watches it for 30 seconds or completion, whichever comes first. The operating theory for YouTube is that advertisers will pay more to reach a viewer who has chosen to watch an ad. ...