Watching YouTube on your TV is about to get even more frustrating if you don’t pay to avoid ads. As announced at the YouTube Brandcast event on Wednesday, YouTube will soon add 30-second non-skippable ads to top-performing content viewed on connected TVs.
YouTube says viewers will see a single 30-second ad instead of two consecutive 15-second ads, though that doesn’t mean those short ads will go away entirely. The 30-second ads will be available to advertisers via YouTube Select, a curated ad platform that targets the top five percent of YouTube content. YouTube claims that 70 percent of YouTube Select’s impressions come from televisions, making it an ideal platform for feature-length ads.
YouTube is also testing which ads will appear on paused videos
YouTube CEO Neil Mohan said during the Brandcast event (seen via YouTube). diverse). “Viewers – especially younger ones – can no longer differentiate between the type of content they are watching.”
YouTube also announced that it will begin testing ads that appear when a viewer pauses a video on a connected TV. It’s similar to the ad pause feature that Hulu introduced a few years back, and YouTube called it “pause experiments.” Judging by the example photo you posted AdWeekYouTube pause ads will appear as a banner around the video and can be removed by selecting the Decline button.
YouTube hasn’t said when any of these changes will be rolled out – 30-second non-skippable ads and pausing ads – but we’ve reached out for details and will update if we hear back.
Yesterday’s announcements follow the video hosting platform’s recent crackdown on ad blockers. Last week, YouTube revealed its experience with pop-up messages stating “Ad blockers are not allowed on YouTube,” encouraging viewers to instead subscribe to YouTube Premium for an ad-free experience.