Nikki Gilliland says, “In a bid to enhance the user experience, Google has announced that it will be removing 30 second unskippable adverts from YouTube at the end of 2017.

While this decision might sound like bad news for advertisers – forcing them to win over consumers within a shorter time frame – it could in fact be a positive.

Here are a few reasons why.

Taking context into consideration

YouTube’s 30 second ads have become a go-to option for brands, with many simply transferring their television ads online.

However, this means that many fail to take into consideration the differences between the mediums of TV and online video, as well as what users have come to expect from both.

While an unskippable ad can be frustrating at the best of times, this is bound to become heightened when the user is watching on-the-go or on a small screen”.

YouTube to remove 30s unskippable ads: What does it mean for brands?

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