Hulu isn’t the only online media service experimenting with adverts this week.

YouTube has revealed that they are about to roll out the skippable ads that they’ve been planning since November, enabling users to jump right past an ad a few seconds after it starts. It will go into beta testing in a few months’ time.
Well, contrary to popular opinion on the blogosphere (like UberGizmo, World TV PC and Gizmodo), I think it might actually be better for everyone. As Hulu is finding out, users absolutely despise the presence of ads in their Web video. Advertising just isn’t expected as it is with commercial TV channels. Importantly, if adverts are good enough, though, they’ll watch. That’s why Hulu has taken advantage of that by letting users rate them, but YouTube won’t need to, because it has the power of Google’s huge analytics database on its side. It’ll eventually learn which ads users are skipping most and then show them less often.
This will help advertising companies to find out which ads are working and which are not – it could even save them money on focus groups and other image management strategies. Ultimately, as well as helping users, YouTube are incentivising the business model of marketing.
Posted by: Joe