Longer non-skippable ads coming to YouTube Select and YouTube TV

Google this week announced the introduction of 30- and 60-second non-skippable ads on YouTube Select and YouTube TV.

YouTube TV
YouTube TV

Google this week announced the introduction of 30- and 60-second non-skippable ads on YouTube Select and YouTube TV. This change applies to advertisers who purchase ad space through Google's automated ad buying platform, Display & Video 360, specifically through the Instant Reserve function.

It's important to note that currently, 60-second non-skippable ads are only available on YouTube TV, which is limited to the United States. 30-second non-skippable ads appear on YouTube TV and YouTube Select across a wider range of countries, including the United States, Canada, United Kingdom, Japan, India, and South Korea.

Launched in 2023, YouTube Select is a premium tier of video content. It offers a curated selection of ad-supported content from popular YouTube channels alongside traditional TV programming.

Non-skippable ads cannot be skipped by viewers. This format has been a standard on television for decades but has been introduced on YouTube more recently. Previously, non-skippable ads on YouTube were capped at a 15-second maximum length.

The introduction of longer non-skippable ads on YouTube Select and YouTube TV represents a shift in advertising strategy for the platform. It caters to advertisers who may prefer a format that allows for more in-depth storytelling and brand messaging compared to the shorter format. This could potentially lead to an increase in the overall length of ad breaks experienced by viewers on these platforms.

Benefits for advertisers

Richer Storytelling: The extended format allows advertisers to create more elaborate narratives and product demonstrations within their ads.

Leveraging Existing Assets: Advertisers can potentially repurpose existing longer video content for these ad placements.

Targeting Capabilities: Instant Reserve through Display & Video 360 offers various audience targeting options, allowing advertisers to reach specific demographics and interests.

Potential drawbacks for viewers

Disruption of Viewing Experience: Longer non-skippable ads may disrupt the viewing experience for some users accustomed to shorter ad breaks.

User Frustration: Non-skippable ads can lead to user frustration, potentially causing viewers to abandon the platform.

The introduction of longer non-skippable ads on YouTube Select and YouTube TV reflects Google's efforts to cater to advertiser preferences for richer storytelling formats. While this may benefit advertisers, it's important to consider the potential impact on user experience. The limited availability of these ad formats in certain regions suggests a potential test phase by Google, and it remains to be seen if they will be expanded more widely in the future.

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