YouTube is introducing 30-second non-skippable ads for connected television (CTV), combining two consecutive 15-second ad slots into a single, longer-format ad.
Responding to a change in creation and consumption
The format of YouTube content has expanded widely, from 15-second shorts to 15-hour live streams.
The latest Nielsen Gauge report shows that YouTube viewership has increased significantly.
YouTube has earned the title of the #1 most-watched television streaming service in the United States, reaching more than 150 million people on CTV in the United States.
In response to evolving content consumption patterns, YouTube is introducing new ways to reach viewers across screens, genres and formats.
Non-skippable ads 30-second ads
YouTube introduces 30-second non-skippable ads through YouTube Select on CTV.
By serving a single, longer-format ad, YouTube believes it can better align with advertisers’ goals while facilitating richer storytelling.
This change comes as YouTube Select captures more than 70% of impressions on the TV screen, making it easier for advertisers to use existing resources in front of the most played content.
Additionally, YouTube is introducing new pause experiences on CTV. This feature allows advertisers to own the unique interactive moment when people pause a video, providing a seamless way for viewers to learn more about brands.
Leveraging Google’s AI
Advertisers can now harness the power of Google AI to streamline their marketing efforts.
The technology can drive significant results, as exemplified by Sony Electronics, which saw a 25% increase in ad recall after using Google AI to add a voiceover.
The help of Google AI is generating impressive returns for YouTube advertisers. Hershey, for example, saw a 65% increase in YouTube ROI, making it Hershey’s #1 ROI-generating media partner.
This success is echoed by Nielsen, TransUnion and Ipsos MMA, which confirm that, on average, YouTube delivers a higher ROI than TV and other online video platforms.
To sum up
YouTube’s 30-second intro, which combines two 15-second ads into a single slot, responds to changes in viewer consumption patterns.
This decision highlights YouTube’s efforts to adapt to the evolving digital landscape and align with the goals of advertisers.
However, these changes may have various implications for stakeholders, including content creators, advertisers, and viewers.
While the growth of the platform is undeniable, the full impact of these changes on user engagement and satisfaction is unknown.
Therefore, advertisers must monitor and evaluate these changes to better understand their effects.
source: YouTube
Featured image generated by the author via Midjourney.
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