YouTube Announces Introduction of 30 seconds Non- Skip Ads on Connected TVs

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Jun 1, 2023

YouTube Select has now over 70 percent of impressions on the TV

According to recent sources, YouTube has announced that it will replace the two 15-second consecutive advertisements with 30-second non-skip advertisements on connected TVs (CTVs).

As per the blog post posted by Youtube on Thursday:

“We know that running longer-form creative on the big screen parallels your goals and allows for richer storytelling. Because YouTube Select is now delivering over 70% of TV impressions, we're making it easier for you to leverage existing assets in front of the most-streamed content”.

The format also fits perfectly with what viewers already expect and experience on the large screen; instead of two:15 ads, customers will watch one:30 ads. This new ad type is initially going to be introduced first in the U.S., and later on, it will expand internationally in other countries this year.

Along with this, YouTube will also be testing “Pause experiences” on CTV. This experimental feature will allow users to pause videos to drive awareness or take action, possibly via a QR code. YouTube will also soon offer more ways to reach NFL fans through exclusive NFL programming while integrating new AI tools, such as AI voice-over, to help with ad creative.

The 30-second non-skippable ad format will revolutionize the advertising industry and allow the audience to focus more on the brand. This means the brands will get better recognition and recall, and the brand message will be conveyed even more effectively to the target audience. With over 150 million people on connected TVs, it offers marketers the chance to spend on curated content in various categories.

The creators' community has been vital in bridging the gap between businesses and customers, allowing brands to reach audiences of every demographic. Simply put, marketers and ad agencies can leverage YouTube platforms to create engaging and creative content and get a good return on investment. The advertising industry will be opening up to a wider array of opportunities than ever before. The platforms have been leading the way in becoming the best tool for promoting products and services. Youtube is the ‘King’ of short video platforms, and this way, considering its huge potential with even more advancements, it will be easy to maximize your audience reach.

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