YouTube wants to stop 30-second ads that cannot be skipped

Google has announced that it will stop showing 30-second ads that can’t be skipped by 2018. Other ads of this kind will continue to exist on the video platform.

In this way, the unmissable variants of six, fifteen and twenty seconds remain intact, reports The Verge. In a statement, shared by Google with the Campaign site, the company said it “wants to provide a better ads experience for users.” As part of that, in 2018 it will stop the longest variant of ads that must be viewed in full.

With this, the search giant wants to focus on ‘formats that work well for both users and advertisers’. YouTube uses different forms of advertising on its platform. The non-skipable variant with a duration of six seconds was introduced in 2016. In addition, there are, for example, variants that can be skipped after five seconds.

Google is not disclosing why it has made the decision to do away with exactly this variant of ads. An analyst tells Campaign that one possible explanation is the greater role of video on Facebook.