If you've made it a habit of viewing YouTube videos on your mobile device in an effort to flout the site's pre-roll ads, your days of bliss are quickly drawing to a close. The creators of the FluidStance balance board have crafted a standing desk for kids in the classroom.
IBM teamed up with fashion house Marchesa to create a dress to show off the power of cognitive computing. By now, most of us are accustomed to seeing five-to-thirty-second ads play back before videos begin on Hulu and plenty of other sites, but YouTube has mostly steered clear of putting time-consuming ads in between viewers and content, opting instead to serve text or overlay ads, which appear on the bottom of viewing windows and can be minimized out of the way. When rumors first started floating around last summer that YouTube would take this plunge, many cautioned that pre-rolls could have the undesirable effect of driving away users. Google is apparently wagering that most of us will stick around on YouTube despite the ads. Note about the update: Somehow, I had never seen a video pre-roll on YouTube before today, and I watch a lot of YouTube.
Today, the site implemented TrueView in-stream ads for the mobile platform, and like you've become accustomed to on the desktop, you'll begin to notice these commercials on your smartphone and tablet. You've got overlay ads, post-roll ads, huge banners, and yes, you've got pre-roll ads, which didn't work out very well because the users were unwilling to watch a pre-roll video before a video that's also very short - in some cases, even shorter than the actual ad they were forced to see.

Fortunately, these new skippable pre-roll ads will be just another experiment, visible on videos from content providers who opted in for the test. From the users' perspective, this isn't new; in fact, pre-roll advertisements are prevalent on many other video sites, such as Hulu. It's tough to say, as the users of the site have so far reacted very negatively to any form of advertising. Powered by its own proprietary technology, Mashable is the go-to source for tech, digital culture and entertainment content for its dedicated and influential audience around the globe. This could be especially true if other sites decide to differentiate themselves by not forcing viewers to sit through the ads.
I mistakenly implied for a few minutes that these ads showed up quite recently; a YouTube spokesman quickly got back to me to say that pre-roll video advertisements started showing up on the site a few months ago. These were location-specific, targeting YouTube viewers who lived close to where the missing individual was last seen.
Now, we get the need for content producers to make some coin, but the move certainly represents the end of an era. Now, Google has decided that it's time to try out pre-roll ads in skippable form once again.

On the other hand, you can't say Google isn't methodical about YouTube ads: they're trying out every avenue, hoping one day they'll strike the perfect balance between annoying and engaging. So, add us to your ad blocker’s whitelist or pay $1 per week for an ad-free version of WIRED.
Fortunately, just like on the desktop, you'll have the ability to skip these ads after five seconds. The material on this site may not be reproduced, distributed, transmitted, cached or otherwise used, except with the prior written permission of Conde Nast. Maybe now, you can take pride in making an independent producer rich beyond imagination -- or, at least helping them buy some lunch.
But it worked much better when users were watching longer (15 - 20 minute long) clips, with completion rates being up to 85%.

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