“Ad blockers are not allowed on YouTube.” This is the message YouTube may show to some users using ad blockers. It’s part of what appears to be a small experiment the platform is running.
Why we care In theory, this could mean more views for YouTube ads. The question is whether these users will be receptive to YouTube ads at all: they may simply opt out of watching a video or, more drastically, opt out of the entire platform.
Ad blockers are not allowed on YouTube. Here’s what the message looks like, as shared via Reddit:
It says:
It looks like you can use an ad blocker. Ads make YouTube free for billions of users around the world. You can be ad-free with YouTube Premium and creators can still get paid with your subscription.
It then gives users two options: allow YouTube ads or try YouTube Premium.
How to activate this message. This screen may appear whenever a user who has an ad blocker installed tries to view YouTube content.
An interesting moment? Google unveiled its new generative search experience yesterday. It’s too early to tell what impact SGE may have on organic and paid search performance (not to mention Google’s ad business).
But video content and video ads may be more valuable to some brands that need visibility as a result of lost traffic or search clicks. This would also mean that YouTube wants to make sure that its users see as many ads as possible.
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About the author
Danny Goodwin has been the editor-in-chief of Search Engine Land & Search Marketing Expo – SMX since 2022. He joined Search Engine Land in 2022 as a senior editor. In addition to reporting on the latest search marketing news, he manages Search Engine Land’s Subject Matter Expert (SME) program. Also helps schedule US SMX events. Goodwin has been editing and writing about the latest developments and trends in search and digital marketing since 2007. He was previously executive editor of Search Engine Journal (2017-2022), editor-in-chief of Momentology (2014-2016), and editor from Search. Engine Watch (from 2007 to 2014). He has spoken at numerous major search conferences and virtual events, and has brought his expertise to bear in a wide range of publications and podcasts.
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