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YouTube users can soon bid farewell to long, unskippable ads
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Starting in 2018, the video streaming service will not offer 30-second ads before videos without the “skip” button available. (Shutterstock.com/Your Design)
YouTube has just announced that its users will no longer have to sit through unskippable, half-minute ads.
Starting in 2018, the video streaming service will not offer 30-second ads before videos without the “skip” button available. YouTube will continue to show 15 second and 20-second ads without the option to skip, however, so viewers will have to sit through those.
"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," said a Google spokesperson to Campaign.
Read also: Top 12 YouTube earners rake in total of $70.5m
This might not be good news for advertisers as the new policy is likely to devalue 30-second spots. Surveys have found that if given the choice, 90 percent of consumers will skip an ad.
Nevertheless, this move is part of Google’s initiative to stop consumers from drifting over to Facebook’s growing video platform.
Longer ads are likely to be replaced with the unskippable, six-second long “bumper” ads that YouTube introduced in early 2016. (sul/kes)
