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YouTube mobile to host skippable ads with TrueView launch

The price of free web video has long been ads that run before your favourite clips. As more and more people pick up tablets and smartphones, those ads are following us to our mobile devices on services like Facebook and YouTube.

The Google-owned video site has now expanded its mobile ad presence with the launch of TrueView for mobile, which allows users to skip ads in which they don't have an interest after five seconds.

"Giving viewers choice over ads they watch has led to a better, more engaged viewing experience, benefiting the entire YouTube community of users, advertisers, and content creators," YouTube said in a blog post. "Advertisers only pay when someone chooses to watch the ad, so their budgets go toward the people most interested in what they have to say."

YouTube has been experimenting with a number of mobile ad options over the last year - from promoted videos atop search results to banner ads.

YouTube said brand recall improves when ads run across gadgets like the TV, PC, phone, and tablet. "Bringing TrueView video ads to mobile devices will make it easier to create and manage multi-screen campaigns and will give you additional reach," the company said.

Any company with an existing TrueView in-stream campaign can opt in to having their ads also displayed on mobile, YouTube said.