YouTube is expanding its 30-second non-skippable commercials to Connected TV campaigns in an effort to take advantage of the growing usage of the app on home TVs.
Users watching YouTube on these platforms will experience longer, non-skippable ads, allowing advertisers to capture and engage audiences effectively. This development showcases YouTube’s commitment to maximizing advertising potential across various devices and further monetizing its platform.
This can annoy viewers, but the ability to use YouTube to reach consumers via the largest screen in their homes has huge promise for marketers given that TV has historically been the most successful channel for reaching a wide audience.
And YouTube is increasingly able to do the same, but with more sophisticated targeting possibilities than traditional TV reach.
The introduction of unskippable 30-second ads on YouTube for connected TVs reflects the platform’s continuous efforts to optimize advertising strategies and create valuable opportunities for advertisers and content creators
As per YouTube:
“We know that running longer-form creative on the big screen aligns with your objectives, and allows for richer storytelling. YouTube Select is now landing over 70% of impressions on the TV screen, so we’re making it easier for you to use existing assets in front of the most-streamed content. This format also seamlessly fits into what viewers already expect and experience on the big screen. Instead of seeing two 15-second ads consecutively, they’ll see one 30 second-ad.”
In addition, YouTube wants to give CTV campaigns a fresh, interactive component.
“We’re adding new Pause experiences to CTV so you can capture that special interactive moment when consumers pause a video and drive awareness or action. For viewers, this is seamless and enables them to discover more about your brand.“
Through exclusive NFL content, YouTube will also soon offer more ways to connect with NFL fans, and it’s also integrating new AI technologies, like AI voice-over, to support your ad creative.
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