YouTube has started an experiment that allows its users to decide whether to watch a longer pre-roll clip or several, shorter clips within the video they stream. Additionally, if a user chooses the pre-roll advertisment, he then can decide from two ads which he would prefer to watch. The test is only running for some viewers and is limited to YouTube’s longer, premium content, but the trend could produce higher ad buys as well as giving the brands valuable information about the users’ choices.