Non-skippable ads will arrive on YouTube Select on connected TVs. This means that viewers will see one 30-second ad instead of two consecutive 15-second ads.
Why we care YouTube was the most popular U.S. video streaming platform in April, and watch time was up, it said Nielsen. It remains to be seen whether a non-skippable 30-second format provides good ad ROI.
What YouTube said. YouTube explained to blog entry:
“We know that running longer-form creative on the big screen aligns with your goals and enables richer storytelling. YouTube Select is now getting more than 70% of impressions on the TV screen, so you we facilitate the use of existing resources in front of the most played content”.
YouTube Select is the top 5% of the most viewed and most engaging content.
USA first. YouTube’s new ad type will initially be available only in the US, with plans to expand availability internationally later this year.
Pause ads. YouTube also announced that it will test “Pause Experiences” on CTV. This experimental feature will allow viewers to pause videos, potentially helping to drive awareness or action, perhaps via a QR code.
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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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