YouTube introduces non-skippable 30-second ads for connected televisions (CTVs), merging two consecutive 15-second ad slots into a single longer ad.

Responding to a shift in creation and consumption

The format of YouTube content has expanded greatly, from 15 second shorts to 15 hour live streams.

The latest Nielsen Gauge report shows that viewership on YouTube has increased significantly.

YouTube has earned the title of the most watched television streaming service in America, reaching over 150 million people on CTVs in the United States.

In response to changing content consumption patterns, YouTube is introducing new ways to reach viewers across screens, genres and formats.

Non-skippable ads 30-second ads

YouTube is introducing 30-second non-skippable ads on CTV through YouTube Select.

By running a single, longer ad, YouTube believes it can better align with advertiser goals while allowing for richer storytelling.

This change comes as YouTube Select gets over 70% of impressions on the TV screen, making it easier for advertisers to leverage existing assets ahead of the most streamed content.

Additionally, YouTube is introducing new pause experiences on CTV. This feature allows advertisers to experience the unique interactive moment when people pause a video, providing viewers with a seamless way to learn more about brands.

Use of Google AI

Advertisers can now harness the power of Google AI to optimize their marketing efforts.

The technology can produce significant results, as shown by Sony Electronics, which saw a 25% increase in ad recall after using Google AI to add a voice-over.

Google AI’s help is generating impressive returns for YouTube advertisers. For example, Hershey saw YouTube’s ROI increase by 65%, becoming YouTube Hershey’s top ROI-driving media partner.

This success is corroborated by Nielsen, TransUnion and Ipsos MMA, which confirm that YouTube, on average, delivers a higher ROI than television and other online video platforms.

In total

YouTube is responding to changes in viewer consumption patterns by introducing 30-second ads, which combine two 15-second ads into a single slot.

This decision underscores YouTube’s efforts to adapt to the evolving digital landscape and align with advertisers’ goals.

However, these changes may have different impacts on stakeholders, including content creators, advertisers, and viewers.

While the growth of the platform is undeniable, the full impact of these changes on user engagement and satisfaction is unknown.

As such, advertisers need to monitor and evaluate these changes to better understand their impact.

source: Youtube

Featured image created by the author using Midjourney.