actually a good thing for users, advertisers and YouTube. A new study by LaunchLeap found that 59 % of millennials watched YouTube ads after the three seconds of required viewing , however , 29 % of millennials indicated that they watch video ads to completion which Ad Age suggests compares favourably to Snapchat 's three - seconds of engagement . It is argued that TrueView advertising on YouTube , which allows advertisers to pay only for ads prior to completion , enables ad spend to be targeted toward those who are likely to be more engaged . Advertisers need to make an announcement in the first few seconds and deliver a memorable marketing message to entice viewers to watch the entire ad .
A new study by LaunchLeap found that 59 % of millennials watched YouTube ads after the three seconds of required viewing , however , 29 % of millennials indicated that they watch video ads to completion which Ad Age suggests compares favourably to Snapchat 's three - seconds of engagement . It is argued that TrueView advertising on YouTube , which allows advertisers to pay only for ads prior to completion , enables ad spend to be targeted toward those who are likely to be more engaged . Advertisers need to make an announcement in the first few seconds and deliver a memorable marketing message to entice viewers to watch the entire ad .