YouTube has introduced skippable advertising to its mobile applications, as the video sharing website continues to move desktop features across to handheld devices.

The move brings YouTube mobile into line with its desktop offering, which has featured skippable ads for the past two years.

Skip on over

Skippable ads allow users to bypass an advertisement a few seconds after it appears at the start of a Youtube clip.

Going mobile

This addition sees the Google-owned platform simplify its mobile advertising options, with skippable ads now running alongside banner ads, promoted search results and traditional, non-skippable, ads.

Stop and rewind

By allowing users to skip advertising after a couple of seconds instead of having to view an entire ad, Google is hoping to win back users who have moved over to other video-based applications such as Viddy and SocialCam.

More bang for your buck

While getting users to view an entire advertisement is traditionally preferable, a recent study by YouTube revealed that only 10% of users skip ads when given the chance.

Under the new system brands can now see who is watching their entire ad, and pay YouTube accordingly.