Search
Close this search box.

Archive

YouTube to ditch unskippable ads

YouTube is set to

discontinue the unskippable

30-second advertisements on its videos from 2018.

Google – the video-streaming site’s parent company – said it is dropping the ads in order to focus on “formats that work well for both users and advertisers”.

The move reflects a shift in content preference, with viewers finding the longer unskippable ads as a nuisance. It is even being attributed to a shift from linear television services to online video.  

Will Smyth, head of media at the Agenda21 agency, said: “The 30-second ad is a legacy from TV times. It’s a standard TV unit which has been put online, but it’s not the most effective way to advertise.

“[The change] will encourage advertisers to be more creative about the way they use the platform.”

Related Articles

This website uses cookies to ensure you get the best experience on your website. Read more about cookies policy.