YouTube is launching 30-second ad and it’s unmissable

YouTube users will soon start seeing long, unskippable ads. The platform is launching 30-second commercials specifically for devices with large screens.

The new format has already begun to be gradually introduced in various countries.

30-second ads only for TVs

Google announced that the 30-second, unskippable ads will be exclusive to TVs.

Advertising will become part of a dynamic optimization system, where artificial intelligence algorithms will automatically select the ad format.

The system will be able to combine several types of advertising:

• 6-second bumpers;
• standard 15-second spots;
• 30-second spots without the possibility of skipping for TVs.

According to the company, artificial intelligence will select the format so that the advertising campaign reaches the right audience at the optimal moment.

The role of artificial intelligence

Algorithms will also analyze the effectiveness of different formats and distribute impressions between them. Google believe that such a system will allow advertisers to get a wider reach compared to manually setting up campaigns.

At the same time, no changes are planned for users of YouTube Premium – they will still be able to watch videos without ads.

Betting on the big screen

The launch of the new advertising format is part of the strategy to develop YouTube on TVs. The platform is increasingly competing with traditional streaming services on the big screen.

Previously, the company also announced plans to use artificial intelligence to automatically improve the quality of videos below 1080p when watching on TVs.

By 2025, YouTube’s advertising revenue has already exceeded the combined advertising revenue of media companies such as The Walt Disney Company, NBCUniversal, Paramount Global and Warner Bros. Discovery.