YouTube to Kill 30 Second Unskippable Ad Format Next Year

YouTube to Kill 30 Second Unskippable Ad Format Next Year

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Google has announced that it is discontinuing its 30 second unskippable ad format next year, reports Campaign.

The company provided the following official statement.

"As part of that, we’ve decided to stop supporting 30-second unskippable ads as of 2018 and focus instead on formats that work well for both users and advertisers," said a Google spokesman.

Last year, YouTube introduced an unskippable 6-second ad format and it's believed that the company will push this unit more heavily going forward.

"YouTube realises that consumers don’t like unskippable ads," said Andrew Peake, managing director of integrated creative agency, VCCP. "At the end of the day, if you’re doing creative work that will engage right from the start, you haven’s got to worry too much."

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YouTube to Kill 30 Second Unskippable Ad Format Next Year
Pamela - February 18, 2017 at 3:15am
Thank goodness, a 30 second ad for a video that was 2-5 minutes was absurd.
H - February 17, 2017 at 10:23pm
We have to wait till next year?!?! Oh well. Thank goodness.
Paul Avery - February 17, 2017 at 10:01pm
Thank fcuk for that! Not a problem on browsers but the YouTube app is horrible because of it.
drigo marki - February 17, 2017 at 7:45pm
With all these adblockers in browser I didn't even know about this 30 second thing!?
Butterspider - February 17, 2017 at 6:01pm
Yay! I hate those ads!
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