Google is mercifully killing YouTube's unskippable 30-second ads

by Lawrence Cooper February 18, 2017, 0:31
Google is mercifully killing YouTube's unskippable 30-second ads

More than 50 percent of YouTube's video views now come from mobile devices, and the service specifically referenced mobile viewing as its primary reason for introducing its six second bumper ads a year ago.

Google has announced that in 2018, it will end non-skippable 30-second ads that appear before a YouTube video.

It remains unclear when exactly in 2018 YouTube will discontinue the 30-second format.

Now, this doesn't mean all unskippable ads are disappearing from the platform.

Phil Smith, director general of ISBA, tells Campaign that the industry needs to improve the user experience of online advertising and this is one step in the right direction. In a statement first given to Campaign then confirmed by The Verge, a Google spokesperson said the company will focus on commercial formats that are more engaging for both advertisers and viewers.

That said, other ads, like the 20-second spots, can also be made unskippable although it is believed that YouTube intends to more heavily push the six-second unskippable bumper ad format it introduced previous year moving forward.

Fortunately, those long, unskippable advertisements will soon be a thing of the past. 15 and 20 second ads will be allowed to become unskippable, and those six-second ads you keep seeing pop up will probably be more commonplace (and also unskippable).

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