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Reading: YouTube Introduces Non-Skippable 30-Second Ads
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B&T > Technology > YouTube Introduces Non-Skippable 30-Second Ads
Technology

YouTube Introduces Non-Skippable 30-Second Ads

Staff Writers
Published on: 18th May 2023 at 10:26 AM
Staff Writers
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Youtube has introduced a 30-second non-skippable ad format to its YouTube Select roster of top videos and channels on Connected TV.

YouTube said that “running longer-form creative on the big screen aligns with your objectives and allows for richer storytelling.”

YouTube’s Select program is a curated list of the most-watched videos and channels on the platform and the company said it accounts for more than 70 per cent of impressions on the TV screen. It also added that the longer spots fit into viewer expectations when watching content on a big screen compared to two 15-second spots.

It is also bringing new Pause experiences to CTV letting advertisers drive awareness or action by owning that unique interactive moment when people pause a video. YouTube said that this was a “seamless” experience for videos and allows them to learn more about a brand.

The Google-owned video platform also took a chance at its upfront — known as Brandcast — to spruik its AI tools. Sony apparently used Google AI to add relevant voiceovers to its product ads and saw a 25 per cent lift in ad recall.

Confectioner Hershey also used Google’s AI to boost its ROI by 65 per cent, according to Nielsen’s Marketing Mix Modeling.

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Staff Writers
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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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