YouTube’s unskippable 30-second video ads will sunset next year

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YouTube has announced that it will no longer support 30-second video ads that users can’t skip, starting next year.

“We’re committed to providing a better ads experience for users online. As part of that, we’ve decided to stop supporting 30-second unskippable ads as of 2018 and focus instead on formats that work well for both users and advertisers,” a YouTube spokesperson said in a statement.

The change, first reported by Campaign, will not affect shorter ads such as 20-second videos. Advertisers will continue to be able to set those units as unskippable on the platform. The short-form 6-second bumper ads, introduced last year, will continue to be a focus.

The 30-second ads were designed to court traditional TV ad budgets. While advertisers might not like the shift, the argument that television commercials can translate directly to digital appears to be a losing one. Facebook, Instagram and Snapchat have been able to get brands on board with shorter video formats as video continues to proliferate. YouTube has long offered TrueView ads that can be skipped after 5 seconds.

About The Author

Ginny Marvin

As Third Door Media’s paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.

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