Get ready to see even longer ads when you watch YouTubes video on a TV.
YouTube is bringing 30-second unskippable ads to connected TVs. The new format will replace the two consecutive 15-second ads that can appear before a YouTube video starts.
The change is meant to appeal to advertisers looking to retain views on their commercials. “We know that running longer-form creative on the big screen aligns with your objectives, and allows for richer storytelling,” the streaming service told advertisers in a blog post.
YouTube is also suggesting consumers won’t mind the 30-second unskippable ads since they can already encounter two consecutive 15-second ads. But the big difference is that users can sometimes skip the 15-second ad runs in the back-to-back experience; in other cases, only one 15-second ad will appear, at least in our experience.
So it looks like consumers will need to endure a longer ad experience once the change rolls out. YouTube didn't say when that will happen. For now, YouTube has only mentioned it’ll serve the 30-second unskippable ads on its YouTube Select advertising platform, which is “now landing over 70% of impressions on the TV screen.”
If you pause a YouTube video on your TV, you can also expect to see an ad pop up. In the same announcement, the video platform noted: “We’re bringing new Pause experiences to CTV (connected TVs), so you can drive awareness or action by owning that unique interactive moment when people pause a video. This is seamless for viewers and allows them to learn more about your brand.”
More ads means the YouTube experience is becoming closer to traditional cable TV, where unskippable ad breaks have always been the norm. In the announcement, YouTube noted it’s become the number one most-watched streaming service for TV in America, edging out Netflix, according to market research firm Nielsen.
“YouTube (including YouTube TV), reached over 150 million people on connected TVs in the United States,” it added, citing Nielsen’s statistics.
The change also occurs as YouTube is experimenting with refusing to play videos if it detects the presence of an ad blocker. To stop seeing the ads, users can subscribe to YouTube Premium, which costs $11.99 per month.