The skip options for video ad units available through self-service are not configurable by the publisher directly. Generally, NativeX recommends that you use our defaults for such common interaction elements, as they are optimized to deliver the best results for your app in terms of monetization and user experience. Our team is available to customize the skip settings for apps with greater than 10,000 daily active users. Contact NativeX if your app qualifies and you are in need of added support.
The impact of presenting skip options to the user during video playback is illustrated in a study released by the MMA. CTR rates dropped from 2.21% to 1.41% (-36%) for interstitial video ads when skip options were added. These rates are equivalent to auto-playing video ads in an app without rewarding the user. In addition, completion rates decreased from 92% to 23% (69%) when video skip options were added. This same data was not reported by the MMA for the value exchange video format (rewarded video ads).
NativeX currently makes use of these options:
- Skip Timing
- No Skip – the user has no option to skip
- Short Delay Skip – enable skipping after the first 5 seconds
- Long Delay Skip – enable skipping after the first 15 seconds
- Always Skip – enable skipping at all times for the user
- Skip Count-Down
- Present – show the user how long until they can skip
- Not Present – do not show the user how long until they can skip
Skip options are seen to cause similar decreases in CTR and Completion Rates as reported by the MMA for non-rewarded placements. The skip option has a much lower impact on CTR and Completion Rates when the user is rewarded to watch the full video (value exchange). NativeX monitors the revenue and user experience impact of using these options across a variety of placements. Since NativeX allows video advertisers to pay based on a variety of pricing models (impressions, completed views, installs, etc.), the revenue impact will vary depending on the customer mix, which is optimized using our predictive analytics system.