After introducing TrueView skippable video ads last year and virtually changing the way users could watch ads online, Google's popular video-sharing site YouTube has now announced that the TrueView skippable ads are being integrated into its mobile platform.

The launch of TrueView for mobile - which allows mobile users to skip ads which they are disinterested in, after five seconds - brings on the TrueView ad-skipping feature for the users of YouTube's mobile site; thereby marking the expansion of the video-sharing site's mobile ad presence.

About its decision to integrate TrueView skippable ads in its mobile platform, YouTube said in a blog post that giving Web users the choice over ads as they watch not only leads to a much improved and more attentive viewing experience, but also benefits the YouTube community - comprising users, advertisers, and content creators - as a whole.

YouTube further added in the blog post that since advertisers make payments only when Web users choose to watch the ads, the advertising budgets largely go towards the users who are "most interested" in what the advertisers have to offer.

Noting that there is a notable improvement in `brand recall' when ads run across several devices like the TV, PC, smartphone, and tablet, YouTube said: "Bringing TrueView video ads to mobile devices will make it easier to create and manage multi-screen campaigns and will give you (advertisers) additional reach."