Google is planning to abolish those 30-second non-skippable ads next year according to Slash Gear. However, YouTube will have to find another way to please the advertisers.
Users with complete interest in ad free YouTube experience can opt for a subscription to YouTube Red, which cuts out ads completely and offers access to exclusive shows and other video content. So they have to watch it no matter what!
It’s going to focus instead on formats that work well for both users and advertisers. But most likely, they will also be placing more of those six-second bumper ads that we’ve been seeing a lot of lately. The company introduced these ads a year ago in order to prevent users from discontinuing to watch the video when ads pop up. A user is looking forward to seeing the video or hearing the song, but are made to wait for 30 seconds forcefully because the advertisement must play itself out first, and you can not do anything about it. Luckily, Google has heard these cries and has made a decision to abandon 30-second ads altogether.
Instagram and Facebook have both been improving their video offerings and look set to eat YouTube’s dinner.
It will be interesting to see how advertisements are handled in long-form videos that use multiple ads through the entire video. 30 second adverts were first introduced during the TV age but aren’t necessarily effective when it comes to video on demand services.