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Youtube stop 30 second ads for 2018

by Natalie Temple

Feb 20, 2017, ,

YouTube homescreen on smartphone

Youtube’s 30-second ads

If as a consumer, you used to get annoyed with your viewing being installed, it’s good news for you. However, for some advertisers, this is not the news they were hoping to hear. The new update will push marketers into providing richer and more engaging content fit for purpose. YouTube is just doing what it can to stay relevant now that Facebook is investing heavily in video.

Google is constantly trying to optimise the customer journey and to help with this, they have decided to ditch the 30-second unskippable ads.

“We’re committed to providing a better ads experience for users online. As part of that, we’ve decided to stop supporting 30-second unskippable ads as of 2018 and focus instead on formats that work well for both users and advertisers.”

– Google spokesperson

As the attention spans of consumers are at an all-time low, with so much rich media across social media platforms, it really is a cluttered market. In response to this, Google launched the 6-second unskippable ads in April 2016, designed for the mobile-first approach. Nonetheless, we don’t think ads before videos will disappear completely; 30-second ads will probably still exist, but with a shorter pre-roll.

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