YouTube is experimenting with longer unskippable ads that will show up more often for viewers, as reported by Search Engine Land. The platform is testing 30-second unskippable ads in regular ad campaigns, a shift from reserving them for special deals.
These ads, ranging from 16 to 30 seconds, are aimed at TV screens, like Smart TVs and Chromecast devices, alongside 6-second and 15-second unskippable ads.
The change has sparked mixed reactions. Some advertisers, like the CEO of ADSQUIRE, praise the format on LinkedIn, saying viewers are likely to watch 30-second ads to reach their content. However, many viewers find the longer ads frustrating, with some on social media calling them “hostage situations” or “nasty work.”
YouTube had earlier said that the goal is to create fewer but longer ad breaks for a smoother viewing experience, based on data showing 79% of viewers prefer one bigger ad over multiple short ones.
For those tired of ads, YouTube suggests subscribing to its Premium plan for $13.99 a month to go ad-free. The test is ongoing, and it’s unclear if these ads will become permanent. Viewers can share feedback through YouTube’s in-app tool to voice their thoughts.
