Google said it will no longer allow the 30-second unskippable ad and will focus rather on shorter formats.
In a statement sent to online media, Campaign, a Google spokesperson explained that the aim was to provide better advertising experience for users.
“We are committed to providing a better ads experience for users online. As part of that, we have decided to stop supporting 30-second unskippable ads as of 2018 and focus instead on formats that work well for both users and advertisers,” Google said.
Other advertising formats will however remain unskippable, including the 20-second advert slots.
YouTube had introduced the six-second unskippable bumper ad format in April 2016. According to Campaign, YouTube intends to promote this format more heavily in the year ahead. This includes all formats, including TrueView.
Google’s latest decision is a strategy to remain competitive. Lately, competitors like Instagram and Facebook that are cutting a significant market share in video streaming have beefed up their video offerings. Hence Google is forced to constantly be on its toes in terms of user experience.
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