You know that feeling of disgust when you are itching to watch an interesting video on YouTube and an ad suddenly pops up from nowhere. The problem is not really with the ad contents (which could sometimes be awesome), but the fact that the ad is unskippable, meaning you wouldn’t be able to watch the video until the ad finishes playing. Quite annoying, isn’t it?
If you have had such an experience as that listed above, you can now heave a sigh of relief as Google has reportedly issued a statement saying it will discontinue the use of the 30-seconds unskippable ad format in 2023. But why wait till then when YouTubers are tired already of watching these 30 seconds ads which seem to take like forever to run.
A Google spokesperson in a statement issued to UK news reporting blog, the Campaign, said;
“We’re committed to providing a better ads experience for users online. As part of that, we’ve decided to stop ssupporting 30-second unskippable ads as of 2018 and focus instead on formats that work well for both users and advertisers.”
With the 30-second unskippable ad format heading out, the company has said its video service will now feature more of the six-second unskippable ad format which was introduced just last year while also continuing with the 15 and 20-second unskippable ad format in 2023. Nice decision by Google, although I believe YouTubers will be happier if the 15 and 20-second ad format could also be made away with.