YouTube will change the way ads are shown on TV

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youtube g9fab3d8ed 1280.jpg

Unless you are a premium subscriber, YouTube ads are unavoidable. Whether you’re on mobile, tablet or TV, ads become a huge headache.

And soon, you’ll double that frustration if you watch YouTube on your TV, as the Google team plans to roll out longer ads that you won’t be able to skip. We tell you the details.

YouTube announces changes to ads

During the YouTube Brandcast 2023 a series of news were announced. And some of them are about updates in advertising formats.

First, we’re bringing 30-second skip-free to YouTube Select… Instead of seeing two consecutive 15-second ads, you’ll see one 30-second ad

Starting with the good news, this means you’ll see fewer ads on YouTube videos on TV. That is, fewer interruptions. However, going the wrong way… the ads will be twice as long, and you won’t be able to skip them.

And that’s not all. YouTube is also enabling a new advertising format.

You will see ads even when you pause a video on YouTube

The ads will not only be longer, but they will also appear on stage in a new context, as the YouTube team mentions:

[..] We’ll bring new Pause experiences to CTV, so you can drive awareness or action by having that unique interactive moment when people pause a video. This is perfect for viewers and allows them to learn more about your brand.

Yes, YouTube also wants advertisers to take advantage of the “pause” to reach users. So when you pause a video, YouTube will move the content to the left so that the advertising is on the right side.

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This format is different from the ads that are shown during the video. The user will see a QR to obtain more information about the product or service offered, and the option to return to the previous screen.

At the moment, YouTube has not confirmed when these new ads will begin to be seen, so we will have to wait for future updates.