YouTube Adds Post-Rolls

A year after introducing its InVideo overlay advertising program, YouTube is modifying the model to deliver more video ads to its audience. Now, when viewers of some InVideo ads don’t click on an overlay unit, YouTube plays the video ad anyway after the video ends.

YouTube confirmed today it began running the post-roll ads a few weeks ago, but it didn’t indicate what portion of ads will have them. A spokesperson pointed out that not all overlay ads have a video play option.

“Not all InVideo ads, when you click on them, show a video,” he said. “Some take you to a brand channel instead, for example… For those we would not run any video ad automatically at the end.”

The move is likely an attempt to increase the number of video ads YouTube can serve. The video site has been under pressure to improve monetization of its vast audience.

The post-roll ads were first reported by NewTeeVee.

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