YouTube launches 30-second non-skippable TV ads

As announced at the YouTube Brandcast event, Google's video network will soon add 30-second, non-skippable ads to content watched on TV.

Viewers will see one 30-second ad instead of two 15-second ads in a row. The non-skippable 30-second ads will be available to partners through YouTube Select, an advertising platform that targets the top 5% of YouTube content. The company says 70% of YouTube Select impressions come from TV, making it an ideal platform for marketers to tell long-form stories to drive more brand awareness.

YouTube CEO Neal Mohan said more viewers are watching the platform's videos on the big screen, especially younger viewers who are no longer able to differentiate what kind of content they are watching. He said the company has used artificial intelligence to show ads to the right audience, and improved measurement to reach viewers wherever they are.

Ads will appear when users press pause on YouTube videos

YouTube also announced that it will begin testing pause ads on TV, similar to a feature Hulu rolled out a few years ago. According to images provided by AdWeek, the pause ads will appear as banners around the video and can be removed by selecting the Dismiss button.

YouTube hasn't said when any of these changes will be rolled out. The announcement follows on from the video network's official move to ban users from using ad blockers. Last week, the company revealed it was testing a notification that shows content that doesn't allow ad blockers on YouTube, encouraging viewers to instead subscribe to YouTube Premium for an ad-free experience.

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