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YouTube has been experimenting with advertisements. First it introduced 30-second, non-skippable ads and Pause experiences and then a send-to-phone mechanism to allow people to engage with ads on a secondary device. The Google-owned platform has now announced that it is experimenting with a new ad experience.
Longer ads
Romana Pawar, director, product management, YouTube Ads, said that the company is evaluating new options that minimise average interruptions for viewers. For this, it is experimenting on showing fewer but longer ad breaks “to create a more seamless viewing experience on the big screen.”
The grounds of this change is a survey in which the streaming platform found that viewers expect a different ad experience depending on the content they are watching.
“When it comes to long-form content on TV screens, 79% of viewers would prefer video ads that are grouped together instead of distributed throughout a video,” Pawar said.
Length of ad break
YouTube is also changing the way non-subscribers watch ads and the testing of this ad experience will begin soon. The company will put a timer prominently on the screen and it will tell users how much time is left before they can skip an ad.
The company said it will be an “easier way to help viewers gauge the length of an ad break front and centre” as it will give viewers more visibility into the length of ad breaks.
So instead of a badge in the upper left corner of a video showing the number of ads and current ad’s duration, there might be a yellow skip counter in the lower right corner showing the remaining ad duration.
“Built from real-time feedback from thousands of viewers in dozens of markets, these experiments mark another chapter in the streaming revolution. As with all product efforts, we continue to validate user engagement and iterate,” Pawar added.
Meanwhile, if you don’t want to see an ad while watching videos on YouTube, you can purchase a subscription as the company is also said to be serving pop-ups that tell users that ad blockers are not permitted on the platform.
Longer ads
Romana Pawar, director, product management, YouTube Ads, said that the company is evaluating new options that minimise average interruptions for viewers. For this, it is experimenting on showing fewer but longer ad breaks “to create a more seamless viewing experience on the big screen.”
The grounds of this change is a survey in which the streaming platform found that viewers expect a different ad experience depending on the content they are watching.
“When it comes to long-form content on TV screens, 79% of viewers would prefer video ads that are grouped together instead of distributed throughout a video,” Pawar said.
Length of ad break
YouTube is also changing the way non-subscribers watch ads and the testing of this ad experience will begin soon. The company will put a timer prominently on the screen and it will tell users how much time is left before they can skip an ad.
The company said it will be an “easier way to help viewers gauge the length of an ad break front and centre” as it will give viewers more visibility into the length of ad breaks.
So instead of a badge in the upper left corner of a video showing the number of ads and current ad’s duration, there might be a yellow skip counter in the lower right corner showing the remaining ad duration.
“Built from real-time feedback from thousands of viewers in dozens of markets, these experiments mark another chapter in the streaming revolution. As with all product efforts, we continue to validate user engagement and iterate,” Pawar added.
Meanwhile, if you don’t want to see an ad while watching videos on YouTube, you can purchase a subscription as the company is also said to be serving pop-ups that tell users that ad blockers are not permitted on the platform.
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