Ginny Marvin says, “YouTube has announced that it will no longer support 30-second video ads that users can’t skip, starting next year.

“We’re committed to providing a better ads experience for users online. 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,” a YouTube spokesperson said in a statement.

The change, first reported by Campaign, will not affect shorter ads, such as 20-second videos. Advertisers will continue to be able to set those units as unskippable on the platform. The short-form six-second bumper ads, introduced last year, will continue to be a focus.

The 30-second ads were designed to court traditional TV ad budgets. While advertisers might not like the shift, the argument that television commercials can translate directly to digital appears to be a losing one”.

YouTube’s unskippable 30-second video ads will sunset next year

Marketing Land

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