YouTube Introducing 30-Second Unskippable Ads for TVs

YouTube has announced at the Brandcast 2023 event that it is introducing 30-second ads to connected TVs (CTV). Viewers in the US will soon be forced to sit through a single 30-second ad instead of two 15-second ads.

YouTube Bringing Longer Ads for Smart TVs

YouTube shared in a blog post that CTV users will get 30-second unskippable ads instead of two 15-second consecutive ads. The video giant states that "running longer-form creative on the big screen" aligns with the objectives of advertisers, allowing for "richer storytelling."

Additionally, YouTube is bringing a new Pause feature to CTV, which plays ads when a user pauses a video. Sean Downey, president of ad sales for Google said that the function will be rolled out as an "experiment" with "highly visual ads" popping up when a viewer pauses the video.

These ads could also feature a QR code which will redirect the user to the advertising brand's website. "We'll see experimentation with brands on how to drive engagement using Pause Experiences," stated Downey.

This announcement comes on the heels of YouTube cracking down on the usage of ad blockers on the platform. The firm stated that it is running a "small experiment" that asks viewers with ad blockers enabled to "permit ads on YouTube or try YouTube Premium."

Harnessing AI for YouTube Ads

YouTube CEO Neal Mohan said at the event that the video streaming giant is also looking at employing artificial intelligence (AI) for ads. "Our teams are already using AI to get ads in front of the right audiences, to improve measurement or to flip a creative to reach viewers wherever they're watching," said Mohan.

YouTube Bags Exclusive Rights to NFL Sunday Ticket

YouTube also announced that it has obtained exclusive rights to NFL Sunday Ticket. The company has also roped in ultra-popular YouTuber MrBeast to produce behind-the-scenes content.

"The fact is, millions of football fans are on YouTube to catch all things NFL," said NFL commissioner Roger Goodell. "This partnership will build on the success we've seen on YouTube's platforms with our most sought-after content."

Via