Starting next year, YouTube will stop allowing the 30-second unskippable ad and will focus instead on shorter formats. In an official statement, Google explained that its aim is to provide a better advertising experience for online users.
“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. Ads shorter than 30-seconds, including the 20-second spots, can be made unskippable.
In April last year, YouTube introduced the six-second unskippable bumper ad format. It’s understood that the platform intends to promote this format more heavily in the year ahead. This includes all formats, including TrueView.
