YouTube TV viewers may soon be subjected to advertising that lasts the whole 30 seconds, much like those on broadcast television. The video platform revealed its plans to introduce 30-second non-skippable advertising to connected TVs at its Brandcast event for marketers. YouTube Select, a targeting tool available to qualified clients, will offer the feature to those who wish to reach the viewers of the platform’s most popular channels.
According to YouTube, 70 percent of Select impressions are viewed on TV, so the new format will provide advertisers an opportunity to showcase more of their products and services in a way that enables “richer storytelling.”
Unless you start seeing a new style more often, the new format won’t make much of a difference if you currently frequently encounter two 15-second ads in a row. The format is currently widely available in the United States and Canada and will roll out to the rest of the world later in 2018.
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YouTube is experimenting with bringing “pause experiences” to linked TVs alongside longer non-skippable. Like the promotions introduced by Hulu this year, pause experiences are advertisements that play whenever the viewer pauses the video.
They should be visually engaging and potentially even interactive, with features like QR codes that direct users to the businesses’ online properties. Take the advertisement in the image below, for instance, which offers a 15% discount in exchange for scanning a QR code.
