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YouTube Extends Unskippable Ad Lengths, Testing Viewer Patience

8575
15
Jun

YouTube is experimenting with longer unskippable advertisements, potentially increasing wait times for viewers before videos begin. The platform, owned by Google, has been actively exploring new advertising strategies, from pause screen ads to AI-driven ad placement, and cracking down on ad blockers.

The latest development involves beta testing 30-second unskippable ads within standard advertising campaigns. This expands advertising options on YouTube.

30-Second Unskippable Ads: A New Normal?

According to Search Engine Land, these extended ads were previously exclusive to YouTube Reservation deals. Now, Google Ads is allowing broader access to 30-second spots, especially on TV screens like Smart TVs and Chromecast devices, according to Swipe Insight.

These longer ads join the existing lineup of 6-second bumper ads and 15-second unskippable ads.

Industry Response and Viewer Concerns

Anthony Higman, CEO of ADSQUIRE, believes viewers might tolerate the longer ads. He stated that the 15 second non-skippable ad format is his all time favorite, citing keyword and audience targeting as benefits.

Search Engine Land suggests viewers prepare for longer wait times or consider YouTube Premium.

Alternatives for Ad-Free Viewing: While Premium offers an ad-free experience, YouTube recently announced ads on Shorts even for Premium Lite subscribers. A new, cheaper subscription plan similar to Spotify, offering two-person access, is reportedly in development.

More YouTube News

Ngoc Vy

Ngoc Vy is a tech journalist specializing in artificial intelligence, emerging technologies, and their societal impact. She combines technical rigor with on-the-ground coverage of Vietnam’s startup ecosystem, from AI ethics debates to gov-tech adoption. Ngoc Vy is also passionate about bridging the gender gap in STEM journalism.

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