If you don’t already cough up the R82 monthly fee for YouTube Premium, Google’s latest update may change that. Announced in a blog post earlier this month, Google confirmed that its 30-second unskippable ad format was now “generally available globally” and optimised for CTV (connected TV) delivery.
30-second bathroom breaks are back
In short, this means 30-second unskippable ads will become far more prevalent when viewing content on TVs. It won’t always be a 30-second wait, however. In the same announcement, Google noted that it was injecting AI into its delivery methods. The system “dynamically” switches between ‘6-second bumpers’, 15-second standard ads, and the 30-second CTV format. All of ’em non-skippable.
“AI-powered precision helps drive greater efficiency across multiple non-skip ad formats, delivering more unique reach and impact compared with manual mixes of single-format campaigns,” it wrote.
YouTube isn’t only cracking down on the TV experience. The company recently found a way to limit comments and descriptions on videos — only affecting those savvy enough to dodge the ads on the web. YouTube’s war on ad blockers is continually evolving, sometimes halting those using one from entering the site for minutes at a time.
It doesn’t take a genius to figure out why Google’s pushing these changes. For one thing, YouTube’s TV venture has quickly become the platform’s fastest-growing venue. For another, longer, unskippable ads equate to more revenue. The folks unwilling to deal with them are more likely to give YouTube money another way: Premium.
