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 skip YouTube ads after the five 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 ads on YouTube, which allows advertisers to pay only for ads watched to completion, enables ad spend to be targeted toward those who are likely to be more engaged. Advertisers need to make an impact in the first few seconds and convey a memorable marketing message to entice viewers to watch the entire ad.