YouTube testing longer, less annoying ads on TV

YouTube is testing a new ad format on its TV app that shows longer ads less often. The company hopes that this will improve the user experience by reducing the number of interruptions, while still giving advertisers a chance to reach their target audience.

YouTube said, “When it comes to long-form content on TV screens, 79% of viewers would prefer video ads that are grouped together instead of distributed throughout a video”

The new ad format is still in the testing phase, so it is only available to a small number of users at this time.

In addition to the longer ads, YouTube is also testing a new ad countdown timer that will show users how much time is left before an ad ends. This is intended to give viewers more control over their viewing experience and make it easier to skip ads that they are not interested in.

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