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YouTube to introduce 'skippable' ads

Video sharing site to bring in change later this year.

YouTube plans to introduce "skippable" ads later this year, senior product manager Baljeet Singh said at a Google press conference in New York Tuesday.

The feature will let users skip the pre-roll ads that are embedded in videos. The video-sharing site will not charge advertisers for the ads that users do not watch.

YouTube, like Hulu, may also later enable users to choose which ads they want to view when they watch a longer video, Singh added.

YouTube has been experimenting with the new ad format since last year and it has yielded "great results", he said.

Previous studies have shown that 70 per cent of viewers abandoned watching a video before the pre-roll ad had completed.

Singh said the new format will compel advertisers to develop interesting ads that readers do not pass over.