ube will offer 30-second ads that you can’t skip on TV connected to the internet //

YouTube Select will soon have ads that cannot be skipped. The viewers will only see a 30-second advertisement instead of two 15-second ones.

Why should we care? According to , Nielsen, YouTube was the U.S.’s most popular video streaming platform during April. It is yet to be determined whether the 30-second format that cannot be skipped will provide a positive return on advertising.

What YouTube said. YouTube explained it in a blog:

We know that longer-form content on the TV screen is more effective and provides a richer story. YouTube Select now lands over 70% of TV impressions, making it easier to use your existing assets.

YouTube Select represents the top 5% most-viewed, most-engaging videos.

U.S. YouTube’s newest ad format will be initially available in the U.S.

Pause ads. YouTube announced that it would also be testing “Pause Experiences” on CTV. This feature allows viewers to pause video to help raise awareness, or to take action.

The article YouTube will offer 30-second ads that cannot be skipped on connected TV first appeared on Search Engine Land.