Google supporters will probably notch this one up to their "Don't Be Evil" policy, but nevertheless, YouTube's latest TrueView Video Ads are a refreshing look at how advertising should work online.

What TrueView offers users is the chance to skip ads after 5 seconds. While this seems as an exercise in futility---you'd imagine most users would choose to skip immediately---research done by the video streaming website proves otherwise. YouTube has been rolling out TrueView video ads in the US, Canada and the UK since December 2010, and a reported 70% of users choose to view the ad, and not skip it.

According to YouTube, advertisers only pay if the viewer watches 30 seconds of the ad, or the entire ad, whichever is shorter.
 
The advantage of TrueView ads for viewers is obvious. They get to skip ads they don't want to watch. But advertisers are getting more than just the option of paying only for views. They're getting customers who are 75% more engaged than the average viewer, and who want to view their ads. Conversely, viewers get ads that are more creative, since advertisers want to keep them engaged.

What do you think of YouTube's latest effort to make advertising more viewer-friendly? Let us know in the comments below.

- Tyrel Rodricks