YouTube Ditching 30-Second Unskippable Ads

Many of us can’t wait for the 5-second countdown to finish before we inevitably click on the “Skip” button to start the video that we want to watch on YouTube, however, Google has been selling 30-second preroll ads to advertisers that aren’t skippable. This means that viewers have to wait for a full 30 seconds before they can watch their video. It can be very irritating and it appears that Google has decided to do away with this ad product.

According to a new report by Campaign, Google has confirmed that it’s going to phase out the 30-second unskippable preroll ads on YouTube starting 2018. The company further added that it aims to provide a better advertising experience for online users and that as part of that, it has decided to stop supporting 30-second unskippable ads starting next year.

It’s going to focus instead on formats that work well for both users and advertisers. Google does point out that 20-second unskippable preroll ads will continue to like on and that it’s going to increase the use of “bumper ads,” or the unskippable 6-second preroll ads.

Many YouTube users will be delighted to know that they will no longer have to put up with unskippable 30-second ads starting next year. It remains to be seen what new ad formats Google comes up with YouTube now that this one is on its way out.

Adnan Farooqui
Categories: Web
Tags: YouTube