ube tests longer and less frequent ads in TV app
YouTube has begun testing ads that are longer and less frequent on its Connected TV app.
The platform hopes to improve user experience and increase engagement for non premium subscribers by running longer ads in the middle videos instead of short ads throughout.
YouTube has yet to confirm how long these new ads will run and whether they will be extended breaks.
Why do we care? Extending the duration of ads gives brands a better chance to reach their target audience. Minimizing disruptions improves viewer experience and may make them more open to advertising. Displaying fewer ads can reduce reach and possibly affect conversions.
Ad timer. YouTube is currently testing a countdown clock for ads that shows the number of seconds left before users are able to skip an advertisement or when they finish it. The platform currently displays a message that says “Video will play after Ads”, but it will be replaced with a countdown clock in the lower-right corner.
What did YouTube say? Nicky Rettke is the head of YouTube’s ad product team. She spoke to the verge.
- There are many factors to consider when deciding on the timing of an ad-break… it is a dynamic decision.”
- The overall change will be that the dynamic time between ad break times will continue, but the average number of interruptions is going to decrease.
- We’re constantly experimenting and innovating to find out what changes will be positive for our viewers and advertisers. And we’ll conduct user research to determine if the changes are beneficial. We’ll update the experience for everyone if they’re positive.
A deep dive. Read YouTube’s ad policies to learn more.
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