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Skippable Ad Testing

A Skippable Ad Test lets respondents skip your video treatment after 5 seconds, mirroring the experience on platforms like YouTube. We track whether each respondent skips and how quickly, so you can understand whether your ad captures attention in its opening seconds and which subgroups are most likely to skip away.

Key Details

  • Cost: No additional credit cost
  • Test type: Standard RMT only
  • Turnaround: Adds 1 day to standard RMT turnaround
  • How to request: Contact Support@growprogress.ai or your Client Success Manager
  • Results: Delivered in the platform, plus a supplementary skip behavior PDF report

When to Use It

Use a Skippable Ad Test when your end placement allows viewers to skip after a few seconds — most commonly YouTube pre-roll, but also some streaming platforms and programmatic placements. Testing in a skippable environment mirrors the real-world conditions your message will face and helps you pressure-test how well your opening seconds hold attention.

What You Get with a Skippable Ad Test

Results for each message feed into the platform just like any other RMT. We will also share a supplementary skip behavior report that includes:

  • Skip rates by treatment, showing what percentage of respondents skipped each message and the average time to skip.
  • Skip timing distributions, visualizing when respondents chose to skip — whether viewers drop off immediately at the 5-second mark or stay engaged longer.
  • Skip rates by demographic group, showing which audiences are most and least likely to skip each message, with breakouts by gender, age, education, and political engagement.

Together, these attention metrics and your platform results tell you both whether your message persuaded the people who watched it and how well it held attention in the first place.

Here's a sample report if you want to view one.

Best Practices

  • Test finalists, not first-pass candidates. As with a Video Breakthrough Test, identify your strongest messages in an RMT first, then run finalists in a Skippable Ad Test.
  • Use larger sample sizes for sharper reads on skip behavior across subgroups.

How to Request a Skippable Video Test

Contact Support@growprogress.ai or your Client Success Manager to set up a skippable video teat.