YouTube brings 30-second non-skippable ads to YouTube Select: All details
During its Brandcast 2023 event, YouTube announced the introduction of 30-second non-skippable ads on YouTube Select for CTV. Previously, two 15-second non-skippable ads were shown on large screens, but now one 30-second ad is shown.
“YouTube Select now gets more than 70% of impressions on a TV screen, so we’re making it easier to consume existing content in front of the most streamed content,” YouTube said in a blog post.
It added: “This format also fits seamlessly with what viewers already expect and experience on the big screen.”
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It should be noted that the recently announced update only applies to US customers with access to YouTube Select, and it is currently unknown if the change will roll out to India and other regions.
In related news, YouTube is looking to ban ad blockers, which limit the company’s ad revenue and reduce revenue for content creators. A Reddit user encountered a pop-up on YouTube telling them to turn off ad blockers and pointing out that ads allow billions of users to enjoy free content. The pop-up offered an option: signing up for YouTube Premium, a paid ad-free experience.
YouTube has confirmed that it is conducting a limited test of ad blockers. Although only one report of the test has appeared so far, it seems that YouTube is actively looking for a solution to the ad blocking problem.
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