As of 2018, YouTube has announced that it will discontinue its reign of 30-second un-skippable ads in favour of the punchier six-second bumper ads and the 20-second format that were more recently introduced. That’s right – you will no longer have to sit through full advertisements with no option to skip!
Focusing on shorter advertisement styles is a positive change for users who were originally forced to watch the full 30-seconds before engaging with their chosen content. With more than half of video views coming from mobile users, the move is a logical one and puts user experience at the heart of YouTube’s plan going forward. 30-second ads can have a huge impact on users with smaller data plans, potentially deterring people from using the video streaming site.
YouTube was aware of how unpopular the longer adverts were, and is reacting to its consumers in a positive way. In a statement, a YouTube spokesperson commented; “We’re committed to providing a better ads experience for users online. As part of that, we’ve decided to stop supporting 30-second un-skippable ads as of 2018 and focus instead on formats that work well for both users and advertisers.”
Whilst logical, the update will likely prove unpopular with advertisers, demonstrating the price YouTube is willing to pay to retain users and continue to rack up video views. With sites such as Facebook, Snapchat and Instagram providing more competition with every update, YouTube is ensuring it is kept firmly in the forefront of consumers’ minds when they think of video. Facebook began testing mid-roll ads, allowing advertisers to insert ads after users have watched 20 seconds of a video, earlier this year.
With no date yet set as to when this will happen in 2018, we’ll be waiting to see the difference this makes to our YouTube experience!