YouTube cuts 30-second ads that users can’t skip

The platform said it’s concentrating on content that ‘work[s] well for both users and advertisers.’

Image by Jurgen Appelo via / CC BY 2.0

The annoying 30-second commercials that play before YouTube videos will soon be a tactic of the past.

The video platform recently announced that it would scrap its longer advertising format in 2018 and instead concentrate marketing offerings using shorter content.

Business Insider reported:

A Google spokesperson told Business Insider: “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.”

The move is probably due to increased pressure from viewers, who are not fans of long ads.

CNet reported:

To the surprise of no one, most viewers are not fans of YouTube ads. In a survey done by Accenture last year, over 80 percent of respondents from various countries said they thought their online video watching was interrupted by ads too much.

It’s possible that Google is making the move after feeling heat from Facebook, a company that’s been focusing more and more on video content in recent years.

The decision also accommodates users’ data plans—which is especially important considering more than half of YouTube’s video views come from mobile devices—and clears out what’s becoming a relic of advertising yesteryear.


The BBC reported:

“The 30-second ad is a legacy from TV times,” said Will Smyth, head of media at the Agenda21 agency.

“It’s a standard TV unit which has been put online, but it’s not the most effective way to advertise.

“This will encourage advertisers to be more creative about the way they use the platform.”

Scrapping the ads doesn’t mean marketing pros have no options when it comes to catching the eyes YouTube’s more than 1 billion users.

In April 2016, the platform launched non-skippable six-second ads that play before videos. There are also skippable 20-second commercial options for marketers.

Considering that the platform reaches more consumers—on mobile devices and on desktop—ages 18 to 34 and ages 35 to 49 than any United States cable network. For marketers to reach these people, they must whittle their video offerings and make messages concise, appealing and memorable.

How will you adapt your video content to meet YouTube’s offerings—and grab consumers’ attention?


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