YouTube starts autoplay ads on smart TV app home page

YouTube will start showing ads that automatically start playing after a few seconds on the home page of apps for smart TVs. In this way, Google wants to build the ‘most effective TV experience for advertisers’.

The ad form, which is called Masthead, already exists in the mobile apps and on the web version of YouTube and will also be coming to the app for smart TVs from Wednesday. Due to the horizontal aspect ratio, the ad takes up relatively much more space on the screen than in a mobile app. “This means advertisers have a unique opportunity to reach people who cancel their TV subscription right where they watch.”

The ad is at the top of the app’s home page and will automatically start playing after a few seconds. It is currently a beta, but the test is running worldwide, Google says. Advertisers can also purchase the ad form from the search giant.

The Masthead Ads beta is the start of expanded advertising capabilities on YouTube’s smart TV version, according to Google. The company promises more innovations in advertising for next year.