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YouTube decides to remove unskippable 30-second ads

Posted: , by Plamen D.

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YouTube decides to remove unskippable 30-second ads

Google has officially announced that it will stop showing unskippable 30-second adverts on YouTube, starting from 2018.

Speaking to BBC on Saturday, a Google spokesperson confirmed the company's plans to remove this annoying aspect from the video-streaming website, and stated that the focus will shift onto formats that are more engaging for viewers and advertisers alike.

Ads are the main source of revenue for YouTube and video content makers. They work in a very straightforward way – the more views an ad gets, the more money advertisers pay.

However, the most appropriate and profitable format for such online commercials is still a topic of intense debates. Will Smyth, head of media at marketing and advertising agency Agenda 21, agrees with Google's decision as he considers the 30-second format as a thing from the past:

The 30-second ad is a legacy from TV times. It's a standard TV unit which has been put online, but it's not the most effective way to advertise... This will encourage advertisers to be more creative about the way they use the platform. It's good business for everyone to focus on 'skippables' - people aren't forced to sit through ads, and advertisers don't need to pay if their ad is skipped.

This undoubtedly is great news, but it doesn't mean that all unskippable content of this kind will eventually disappear. The six-second bumper ads that YouTube introduced last year will likely be seen more, while the shorter 15- and 20-second formats won't be going anywhere for now.

source: BBC

14 Comments
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posted on 20 Feb 2017, 07:26 7

1. TechGirl90 (Posts: 241; Member since: 06 Feb 2017)


Adblock to the rescue!

posted on 20 Feb 2017, 07:31 5

2. shy2papa (Posts: 331; Member since: 23 Jan 2010)


I really hate those youtube ads, someone once said youtube should pay us for data used to watch try those intrusive ads and totally agree

posted on 20 Feb 2017, 14:49 1

9. mayur007 (Posts: 577; Member since: 10 Apr 2012)


Yes agree not only the data thr amount of data which was used to load the video is also wasted you have to buffer again to see that remaining video

posted on 20 Feb 2017, 20:01 1

12. joey_sfb (Posts: 6453; Member since: 29 Mar 2012)


I thought this is basic business 101.You got to give something in order to receive. Nothing is truly free. Without advertiser there will be no pay for content providers. No content providers no content. No content than no viewer.

No viewers, no youtube.

I am fine with 30 seconds adver. Its acceptable compare to the main stream TV 10 to 20 min advertisement of the past.

posted on 21 Feb 2017, 03:56

13. Leo_MC (Posts: 2296; Member since: 02 Dec 2011)


Stop using YouTube then.

posted on 22 Feb 2017, 00:59

14. phonehome (Posts: 809; Member since: 19 Dec 2014)


Kind of like asking someone who doesn't drive to stop using public transportation (as opposed to taking taxis).

posted on 20 Feb 2017, 07:34 1

3. xondk (Posts: 1904; Member since: 25 Mar 2014)


Because they can be skipped by tapping away and back to video after 5 seconds, even without adblock, so companies aren't getting 30 seconds of commercials, ads get more obnoxious and annoying, people avoid them.

posted on 20 Feb 2017, 08:08 3

4. trojan_horse (Posts: 3896; Member since: 06 May 2016)


Adblockers do exist for such cases!

posted on 20 Feb 2017, 08:13 1

5. izim1 (Posts: 1105; Member since: 04 Feb 2013)


Paying the 15/month family plan turned out to be a pretty good deal for me. I don't think I've listened to anything other than Google play music in the past few months. Ad free on demand music/radio plus ad free YouTube.

posted on 20 Feb 2017, 10:16 1

6. Mxyzptlk (unregistered)


I remember when I could watch YouTube videos and not worry about ads. Then Google came in and destroyed YouTube. I wish Adguard could block YouTube ads on Android.

posted on 20 Feb 2017, 10:55 4

7. izim1 (Posts: 1105; Member since: 04 Feb 2013)


Google came in a year after YouTube was created, when they were still an unprofitable startup. They've been running it since 2006. I know you're not honestly reminiscing about the "early 2005" days of YouTube when it was filled with absolutely nothing but stupid worthless content.... Google made YouTube what it is. Things change and revenue is needed to offer better content. What is it with people feeling entitled to getting everything for free?

posted on 20 Feb 2017, 17:20 3

10. sgtdisturbed47 (Posts: 806; Member since: 02 Feb 2012)


I agree. YouTube was nothing before Google bought it, and when the ads starting rolling out then content creators started getting paid, some of which went on to become extremely successful. Along the way there have been several terrible changes to YouTube but the best change happened when Google bought it. Or else it would have died off like MySpace.

posted on 20 Feb 2017, 14:12

8. Calvin35 (Posts: 43; Member since: 15 Nov 2013)


I don't watch any video that has a long ad that I can't skip

posted on 20 Feb 2017, 17:37

11. gmaximus (Posts: 24; Member since: 05 Feb 2017)


I've just watched an unskippable 1minute 47seconds ad ("for honor" game) on Youtube. Compared to that s**t, I was totally OK with random 30sec ads.

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