The End in near for 30 sec ads on YouTube
YouTube finally decided to give a full stop to 30 sec ads and introduce some new shorter format in 2018. All user of YouTube are much aware of these ads in start of video. Most them finds the 30 sec ads most irritating thing on YouTube to face. These is no way to skip this 30 sec ads in start you have to wait for 10 – 5 sec to play these ads videos and then start your desired video.
Google is finally clearing such ads for good as revealed in a statement made by a Google spokesperson to Campaign:
“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,”
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.
Experts views on 30 sec ads
Well the reason behind this decision could be and most expert also agrees upon it that “YouTube realises that consumers don’t like unskippable ads,” commented 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’t got to worry too much.”
While this move will not please advertisers, Callum McCahon, strategy director for Born Social, said it is the price YouTube is willing to pay to keep people watching.
“I’m reading this as a signal that YouTube is very worried about Facebook,” he added. “We know that video is right at the very core of Facebook’s roadmap. Their video offering is becoming ever more attractive to brands by the day, and YouTube is panicking.”
Short duration ads in replace
The 30 sec ads is quite a long time duration format to wait and watch, that actually is irrelevant for most users, although it’s based on user search history and cookies. But most of us dislike them. YouTube plan to introduce short duration ads like 5 sec 10 sec or may 15 sec ads in replace. But all we have to wait for 2018 to come.