ube will no longer allow users to control individual ads on videos.
YouTube will be removing individual controls on ads for newly uploaded videos for the following types of ads in November:
- Pre-roll
- Post-roll
- Skippable
- Non-skippable
Creators will no longer be able decide whether ads should appear before or after videos, or if they want to turn this option on. YouTube will decide automatically which type of ad to display if they choose this option.
The creators still have full control over mid-roll advertising, and can choose to turn on or off automatic breaks.
Why do we care? Automating ad management could reduce human error and save time. Some advertisers may find that having less control is frustrating, since it can negatively impact user experience, and possibly increase the use ad blocking.
Why now? Google has made changes in response to feedback that selecting individual options was confusing both for newly monetizing creators and those who are already monetizing. The search engine said it will be making changes in:
- “Extend the best practices in the creator community to maximize creator revenue.”
This decision is in response to YouTube’s announcement that it would run 30-second ads without the option of skipping them and explore the possibility of longer, but less frequent ads for connected TVs.
What has YouTube said about this? YouTube has said the following:
- This change will help to optimize revenue for creators and extend best practices among the community of creators.
- Our goal is to make the ad-experience as easy as possible for creators so they can focus on what they do best – creating great content.
- Most creators won’t notice the change, as many of these formats are already enabled by default.
- In the past year, pre-roll and post-roll ads, as well as skippable and non-skippable ones, were turned on for videos of long form that had been enabled for monetization.
Deep dive. For more information, read the YouTube announcement Simplifying Ad controls in its entirety.
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