YouTube is a wonderful place where you can find videos of all kinds, fun content creators and… advertising. Yes, advertising is the enemy of many users who frequent Google’s video platform, although it is still a “necessary evil” that allows creators to get paid for their work (and continue uploading videos) and YouTube to continue monetizing a platform that has more than 120 million daily users.
But things are changing. While the vast majority of YouTube ads can be skipped after a few seconds (with a few exceptions), the company has announced a new ad offer that could be of great interest to its advertisers. The offer in question consists of 30-second non-skippable ads that would pop up when watching YouTube on a TV, either on a Smart TV or via a Chromecast (or similar) device.
According to TechCrunch, this new offer would replace the two consecutive 15-second ads that advertisers who target their best videos through the YouTube Select program, which offers advertisers access to a more select and higher-quality selection of content creators and publishers in various video categories. This program for advertisers is very successful, accounting for more than 70% of total impressions on TVs, according to YouTube itself.
From now on, advertisers in the YouTube Select program will be able to target campaigns using 30-second videos that users cannot skip, allowing them to create “richer storytelling” or even leverage ads they already use in other media, rather than having to create shorter versions in order to reach the platform’s audience.
According to YouTube, users who watch YouTube through TV sets are more receptive to longer ads, up to 30 seconds, as this is the norm when watching commercials on TV channels. In the U.S. alone, YouTube reached more than 150 million people on TVs last month.
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