YouTube has announced that it is to increase the amount of advertising it puts onto its videos when viewed through a mobile device.

The company has already rolled out a number of specific mobile ad formats on YouTube over the past year, but is now extending this by launching TrueView in-stream video ads on mobile devices.

With TrueView, people can skip ads they aren't interested in after five seconds. The company said that giving viewers choice over ads they watch has led to a better, more engaged viewing experience, benefiting the entire YouTube website.

Mobile advertisers only pay when someone chooses to watch the ad beyond the initial 5-seconds, so their budgets go toward the people most interested in what they have to say.

YouTube added that they've found that brand recall improves when ads run across TV, PC, phone and tablet. Bringing TrueView video ads to mobile devices will make it easier to create and manage multi-screen campaigns and will generate additional reach.

In a blog post, the company said that it has only just begun testing TrueView on mobile, but early indications are that people engage with these ads in the same way as they do on desktop computers.