The Dawn of Unskippable Ads on YouTube TVs: A Game-Changer for Advertisers

Let’s chat about the latest scoop from the land of online video – our beloved YouTube. Remember those pesky 15-second ads that you couldn’t skip? Well, YouTube has decided to take things even further. It’s like replacing your calming morning alarm with a rooster crowing – it’s still going to wake you up, but it’s a whole new level of annoying (for viewers, at least!). Enter: 30-second unskippable ads on TVs.

Shaking Up the Ad Game: YouTube’s Bold New Moves Unveiled

The big boss at YouTube, Neal Mohan, dropped the news about its new ad update during the YouTube Brandcast event. They’ve got their eyes on the top-performing content, which will now feature these unskippable 30-second ads, replacing the two consecutive 15-second ads.

But wait, there’s more! YouTube is also testing out “Pause Experiences” – ads that pop up whenever a viewer hits pause. You thought you could escape ads by pressing pause? Think again. It’s like that clingy ex who keeps texting you; there’s just no getting away! These pause ads will appear as a banner around the video.

Conquering the Screen: The Unstoppable Growth of YouTube

The changes to the ad experience are happening against the backdrop of YouTube’s increasing popularity among viewers. A recent Nielsen report revealed that YouTube, excluding YouTube TV, was the only streaming service in the U.S. that witnessed growth in its viewing time while others like Netflix, Disney+, HBO Max, Prime Video, Peacock, and Hulu either declined or remained stagnant. On the other hand, from March 27 to April 30, 2023, YouTube viewing went up by 1.5%! With Netflix’s new measures to stop account sharing between homes, it wouldn’t be surprising if YouTube’s popularity continued with this upward trajectory. 

The Method to the Madness

The reasoning behind this move is simple: YouTube is seeing a shift in viewing habits. More and more, people are ditching the small screens for the big ones. The line between traditional TV content and YouTube content is blurring, especially for younger viewers. So, it’s no wonder YouTube is capitalising on this with its ads. If viewers are treating YouTube like TV, then why not monetise it like TV?

From a business standpoint, this move is a no-brainer for YouTube. They raked in a whopping $29.2 billion from ad revenue in 2022. And even though there was a slight slump in the online advertising industry, YouTube still managed to make up over 11% of Google’s annual revenue.  By offering TV-like ad experiences, YouTube can charge TV ad prices, boosting its advertising revenue​.

What Does This Mean For Marketers?

Now let’s get to the juicy part – what does this mean for marketers? 

Deeper Storytelling

For starters, this opens up a whole new avenue for longer ad content.  Let’s face it: some stories are just too darn good to be squeezed into a bite-sized chunk. That’s where the 30-second unskippable ads on YouTube Select come riding in on their shining white horse. 

These ads allow for richer storytelling and a deeper narrative, instead of making you feel like you’re trying to stuff a king-sized duvet into a carry-on suitcase. Instead of struggling to condense your story into an ad the length of a sneeze, you’ve got a full half minute to play with. For advertisers, it’s like the difference between tweeting and writing a blog post. Suddenly, there’s room to breathe, to dig deeper, and to align the narrative with the broader campaign objectives.

The Full Message, Uninterrupted

Remember when you used to get to the best part of a story, only for someone to cut you off? It’s pretty damn annoying. Fortunately, with the introduction of the 30-second unskippable ads, you won’t need to worry about your message getting snipped mid-sentence. These ads ensure that your message gets delivered in full. Now, your audience will get your message in all its glory, with no missing parts, and no interruptions.

Reaching Broad Audiences

Including YouTube TV, the platform reached over 150 million people across connected TVs in the U.S. alone in the previous month, making it a lucrative platform for advertisers to reach broad audiences​​. YouTube is also expanding its advertising options for sports content, offering advertisers the opportunity to reach a passionate fan base across live games, Primetime Channels, highlights, post-game commentary, and other related content​.

Living Large: Embrace The Big Screen Experience

Here’s something to ponder: people are more likely to accept longer ads when watching on a big screen. It’s like how a movie feels more epic in a theatre than on your phone. According to YouTube, the same principle applies to ads as well. 

So when viewers cosy up on their couches for their dose of screen time, they’re more open to diving into the world of longer ads. It’s almost like traditional TV viewing but without the need to remember when your favourite show is on. This means advertisers can go for an all-out cinematic experience, and viewers are more likely to sit back and enjoy the ride.

Green is Good: Recycle and Reuse

It’s 2023, and people are all about being environmentally friendly. But, how about being friendly to your resources and time as well? The new ad format allows advertisers to reuse existing collateral. In other words, you can use what you already have, without constantly creating new, shorter content specifically for YouTube’s specifications.

Enter YouTube Select: The Golden Ticket for Brands

Launched in 2020, YouTube Select has been a beacon for marketers wanting to ensure their ad dollars are going to high-performing, brand-safe content. This program offers a buffet of curated, high-quality creators and publishers across various categories, ranging from music and sports to gaming and technology, and everything in between.

Now, imagine your 30-second unskippable ad running on this platform. With 70% of YouTube Select impressions landing on TV screens, the opportunity to reach a large, engaged audience is massive.

Leveraging AI for Ad Campaign Success

YouTube also highlighted its AI capabilities at the Brandcast event. Google AI can help advertisers find the best mix of ad formats to meet their campaign goals, ensuring a more effective and efficient ad strategy

From Blueprint to Reality: The Launch of YouTube’s New Ad Features

Of course, the rollout of these new ad features has been hush-hush so far. But one thing’s for sure, the millions who watch YouTube on their TVs are in for quite the ride.

Now, you might be thinking, “What about ad-blockers?” Well, YouTube is one step ahead of you. They’ve been experimenting with pop-up messages warning viewers about the use of ad-blockers and nudging them towards a YouTube Premium subscription for an ad-free experience.

Saddle Up For YouTube Ads Success With First Page

It’s a wild, wild west in the world of online video marketing, and YouTube is the new sheriff in town. The introduction of 30-second unskippable ads is definitely going to stir the pot. Although it may be a frustrating change for viewers, it offers exciting possibilities for marketers to boost exposure and revenue for brands. But if you want to truly make the most of it, there’s no better way than with our YouTube Ad Services. With First Page by your side, you’re not just playing the game; you’re winning it. Whether you’re a seasoned ad enthusiast or a rookie just starting out, we’ve got your back. 

Contact us today to take your YouTube ad game to the next level!

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