YouTube Will Add Ads Can't Be Passed For 30 Seconds And Ads During A Break On TV

JAKARTA - YouTube, the world's largest video-sharing platform, announced that it will add unpassable ads for 30 seconds to the top content watched via connected TV.

This announcement was made at the YouTube Brandcast event which was held on Wednesday, May 17. In addition, YouTube will also test the ads during the break that will appear when the audience stops playing the video.

At this point, YouTube viewers usually see two consecutive ads for 15 seconds before starting the content they choose. However, with this change, viewers will see a single ad that cannot be passed for 30 seconds.

YouTube plans to offer this option to advertisers through their curated advertising platform, YouTube Select, which targets the top five percent of content on the platform. According to YouTube, 70 percent of YouTube Select's impressions come from TV, making it the ideal platform for longer ads.

In addition, YouTube will also test the ads that appear when viewers stop video playback on connected TV. This feature, referred to as YouTube's "experiencing during break", will display ads in the form of banners around the video that is being paused. Viewers can delete these ads by selecting the "Disappear" button.

There is no information yet regarding when this change will be officially launched by YouTube. However, with this announcement, YouTube is trying to optimize their ad revenue from viewers watching via connected TV, which is increasingly popular with today's audiences.

This change also came after YouTube recently took firm action against ad blocking. YouTube has been conducting experiments by bringing up a pop-up message stating "Ad blocking is not allowed on YouTube", encouraging viewers to subscribe to YouTube Premium in order to enjoy ad-free experiences.

With the addition of non-passable ads for 30 seconds and ads at half-time, YouTube viewers watching via connected TV may experience a bit of frustration. While YouTube is still a popular platform for viewers at all ages, these changes show their efforts to optimize advertising revenue and adapt to changes in audience behavior that are increasingly watching on TV screens at home.