Shiva Rajaraman, product manager for YouTube, said internal tests show more than 70 percent of people give up when they see a pre-roll. By contrast, less than 10 percent decide to close an overlay, which they can exit by clicking on an "X" in a corner.

The overlay format also gives advertisers more flexibility, he said, because they aren't constrained to keeping a video ad at 15 or 30 seconds to avoid defection. Because a viewer chooses to watch, a video ad can run much longer - clicking on one pre-launch overlay launched a 2-minute trailer for "The Simpsons Movie."


Отсюда: http://apnews.myway.com//article/20070822/D8R626LG0.html