YouTube announced from starting next year, 30-second unskippable ads will no longer be there.
The platform will instead focus on shorter ads. Brands will still have access to 6, 15 and 20 seconds of unskippable time for YouTube ads.
Google explained that the change they are going to bring is an effort to provide better advertising experience to online users. They finally realize that consumers do not like unskippable ads.
Last year in April 2016, YouTube introduced the option of the six-second bumper ad format which was unskippable. So, the short-form of ads continues to be the focus.
This shift to shorter ad formats was told by Youtube’s parent company Google to Emily Tan of Campaign, the Google spoke’s person said, “We’re committed to providing a better ads experience for users online. As part of that, we’ve decided to stop supporting 30-second unskippable ads as of 2018 and focus instead on formats that work well for both users and advertisers.”
The platform will promote this format heavily in the year ahead and this includes all formats such as TrueView. And with this change they will be able to attract the attention of all those users who are impatient and want to skip the ad as soon as they can.