YouTube's tests include fewer, but longer, ads on its TV apps.
The YouTube platform is considering the possibility of using longer ad segments that appear in the middle of content, rather than showing multiple ads scattered throughout videos.
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YouTube is considering changing how and when it shows ads during videos on its main app on connected TVs. One of the proposed changes includes increasing the frequency and length of ad breaks while keeping the content you watch highly engaging.
Instead of showing short ads in between videos, YouTube is testing longer ads for non- Premiumthat will appear during the content. According to head of advertising product team Nicky Rettke, there is no set length for these new ad breaks yet.
When determining when to run an ad break, there are many factors to consider. According to Nicky Rettke, this is a critical decision that requires careful consideration. One of the suggested changes involves increasing the frequency and length of ad breaks while keeping the content you watch high-frequency.
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Additionally, YouTube is testing a countdown timer for ads. The timer shows the time remaining until you can skip the ad or until it ends. Instead of the message “video will play after ads” appearing in the bottom right corner of the ad, you’ll see a countdown timer.
YouTube's countdown timer now tells you how many ads will be shown in the top left corner of the screen. It also shows you how much time is left until the current ad ends.
For avid YouTube viewers on their TV, it would be nice to see fewer ads. It's worth noting that this feature and timer are still in experimental stages and only affect a small percentage of users at this time.
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This addition complements other improvements YouTube has made to its ads this year, including the introduction of 30-second unobstructed ads in app and a pilot program that disables videos for users using only authorized accounts.
Source: theverge.com
