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. 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.

---

PPC Land is an international news publication headquartered in Frankfurt, Germany. PPC Land delivers daily articles brimming with the latest news for marketing professionals of all experience levels.

Subscribe to our newsletter for just $10/year and get marketing news delivered straight to your inbox. By subscribing, you are supporting PPC Land.

You can also follow PPC Land on LinkedIn, Bluesky, Reddit, Mastodon, X, Facebook, Threads, and Google News.

Know more about us or contact us via info@ppc.land

Our latest marketing news:

• Amazon launches Target Promotion for Sponsored Products advertisers
• Amazon Prime Video secures landmark NBA and WNBA broadcasting rights deal
• FTC Warns: Hashed data not anonymous, companies risk deceptive practice claims
• Taboola unveils AI-powered solution to boost publisher traffic amid digital shifts
• Meta tackles Nigerian financial Sextortion Scams in massive account purge
• FTC launches probe into surveillance pricing practices of eight companies
• Location-based advertising: revolutionizing digital marketing strategies
• Reddit's exclusive Search Deal with Google raises concerns over AI Data
• Netflix surges in Nielsen rankings, streaming dominates TV consumption
• Kargo and TikTok partner to enhance offline sales insights for advertisers