Make The Audience Even More Comfortable, YouTube Reduces Advertising Pause On TV

YouTube reduces ad pause on TV (photo: dock. Google)

JAKARTA Starting Thursday, December 14, YouTube decided to reorganize the advertising break system on their platform. Through this new policy, the display of ads on YouTube will be fewer.

Although YouTube will reduce the number of ad breaks while users are watching videos, this ad will appear longer than usual. Generally, YouTube will display a commercial break of up to 15 seconds, but now it can reach 50 seconds.

According to YouTube, the presence of longer, but less ads is the right decision. Based on the survey results, the majority of YouTube users prefer to see ads that are directly put together so that their viewing activities don't get cut off.

The audience expects a different advertising experience to depend on the content they watch. Regarding the long content on TV screens, 79 percent of viewers prefer shared-clustered video ads instead of being distributed to all videos," Google wrote at the Ads Aid Center.

In addition to following the preferences of users, YouTube is also evaluating the number of impressions due to the ad breaks they display. According to their findings, fewer ads can increase the number of viewing sessions until the end of the video.

After testing the ad break last September, YouTube realized that this less commercial break did increase the user's viewing session. Although the percentage is still less than 50 percent, this change remains a progress.

"In early testing of fewer and longer ad breaks on connected TV, more than half of YouTube CTV streamers experienced 29 percent longer viewing sessions before the next ad break," Google explained.

This launch is still being carried out in stages. If you haven't seen a less pause system with this longer duration, then you'll have to wait until YouTube expands its implementation.