Campaign reports that YouTube is moving away from the unskippable, 30-second ad format. By 2018, Google’s video site will completely phase out the long unskippable ads in favor of shorter preroll formats.
According to YouTube, mobile devices account for more than 50 percent of views. A 30-second unskippable ad can have negative effects on a user’s experience when they are watching on a device with a limited data plan.
BI Intelligence’s 2017 Digital Trust survey found that users consider Facebook and YouTube’s ads to be the most annoying.
In order to improve the user experience, advertisers will have the option of 15- and 20-second unskippable ads instead. The relatively new 6-second bumper ads are also available.
For advertisers who wish for longer preroll options, TrueView ad formats have no time limit but are skippable.
With its increased efficiency, advertisers can expect more changes to their video ad options as Google continues to invest in YouTube.