YouTube has announced that it will be introducing unskippable 30-second ads in the top-performing 5% of the platform’s most viewed content. This move follows in the footsteps of rival streaming services Netflix and Hulu. YouTube CEO, Neal Mohan, announced the change during the YouTube Brandcast event, noting that viewers no longer differentiate between types of content they view on their TVs, wanting everything from shows to creations from their favourite YouTubers in one place. The longer-form approach provided by these non-skippable ads will allow advertisers to “build awareness and ROI for their brands”. YouTube Select is the only option for access to these unskippable ads, which will replace the two skippable 15-second ads that usually appear. Alongside these unskippable ads, YouTube will also experiment with a new format called “pause experiences”, where ads will appear when viewers pause videos on connected TV sets.
The announcement came in the same week that the platform said it was testing a feature that would prevent the use of ad-blockers on the site unless the user pays subscription fees. This feature will likely discourage users from flipping on ad-blockers, which benefits advertisers and YouTube as a whole. YouTube is also looking to get a foothold in the world of interactive TV shopping channels, with the development of technology that allows users to purchase items that they see on-screen. The CEO said that the time was ripe for YouTube to push for more connected TV viewers, as more people are moving away from the traditional cable TV experience to get their entertainment at home.
The unskippable ads will be 30 seconds long, replacing the two skippable 15-second ads that usually appear. The ads will only be available through the YouTube Select platform that features the top 5% of content by engagement and views. It is the curated advertising platform of YouTube, attracting over 70% of impressions via TV, making it the perfect choice for longer-format ads. YouTube is also testing pause ad experiences, where ads will appear when viewers pause a video for their connected TV. These ads will be shown as a banner around the video and can be removed by viewers clicking the “dismiss” button. The new 30-second ads are designed to provide advertisers with more time to showcase their products or services, creating more brand awareness and increasing return on investment.
YouTube has been slowly introducing more curated and connected content over the years, and this move to longer-form ads is another way for the platform to prove its worth to advertisers, being an alternative to traditional cable TV advertising. Although the date for the launch of these new ads has not yet been announced, the move to unskippable ads aims to entice advertisers and viewers more committed to the video-watching experience on YouTube. It also aims to provide advertisers with a better return on investment, as the viewership of these videos is one of the most engaged on YouTube. Pausing video ads are still being tested but could pave the way for even more innovative ad formats in the future.
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