Google testing Ad Pod in YouTube

Google this week announced the introduction of ad pod on YouTube. This new experience will be launched on desktop devices this year and then followed by mobile and TV screens.

YouTube ads on ad pods mean two ads stacked back to back, where viewers have the option to skip directly to the content if it’s not the right ad for them.

Khushbu Rathi, Product Manager, Video Ads at Google, says recent user experience research suggests that in addition to factors such as the length of ads, viewers are quite sensitive to the frequency of ad breaks, especially during longer viewing sessions.

With ad pods the beginning of the YouTube videos, users will have fewer interruptions, which Rathi says are correlated with better user metrics, including less abandonment of content and higher rates of ad viewing.

According to Google, when users see two ads in a break, they’re less likely to be interrupted by ads later. Those users will experience up to 40 percent fewer interruptions by ads in the session.

Targeting & Reporting

Currently, Google Ads or DV360 does not have any targeting or reporting related with Ad Pod Position. The only DSP in the market with Ad Pod position is AppNexus. On AppNexus, advertisers can target the First or Last position of an Ad Pod, or choose to have the Intro or Outro on the bumper position