YouTube Drops 30-Second Unskippable Ads

PaulRubens - February 20, 2017 - 10:27 AM

YouTube Drops 30-Second Unskippable Ads

Google has announced plans to get rid of its unpopular YouTube pre-roll advertising format next year.

(CCM) — Google has promised to make the practice of forcing YouTube users to watch a 30-second commercial before they can view certain videos a thing of the past, according to a BBC report. "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," a Google representative told the BBC. Unskippable commercials are unpopular with viewers, but YouTube relies on advertising revenue to help pay for the video-streaming service.

30-second commercials are common in television advertising, and Google also runs 30-second commercials that can be skipped after five seconds as well as shorter ones. In future it is likely that Google will concentrate on generating YouTube revenue through commercials of different lengths that can be skipped, according to Will Smyth, Head of Media at Agenda 21 advertising agency. "It's good business for everyone to focus on 'skippables' - people aren't forced to sit through ads, and advertisers don't need to pay if their ad is skipped," he told the BBC. Google introduced video commercials on YouTube in 2007, having previously relied on text and banner advertising to generate revenue for the service.

Image: © Denys Prykhodov -
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