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Mace & Crown | April 22, 2018

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YouTube to Kill Unskippable Ads in 2018

Ross Reelachart
Technology Editor

In a move that will surely make internet video viewers happy, Google announced that it will end non-skippable 30-second ads in 2018. This was announcement was first made to UK publication Campaign and later confirmed by The Verge.

While this will certainly please many users of YouTube, this announcement does not mean advertisements will be going away entirely for the world’s largest video-sharing website. Ads shorter than 30-seconds can still be made unskippable. Plus, Google introduced a six-second “bumper ad” format in April last year that will remain unskippable as well. These six-second ads were called “little haikus of video ads” by a YouTube representative in a blog post and were generally better for mobile viewing, which is where 50 percent of 18- to 49-year-olds do their YouTube viewing.

Conversely, this move will probably upset advertisers who feel like they will be losing valuable ad space in front of YouTube’s huge potential audience. According to some experts, though, the decision is a logical one for YouTube. “At the end of the day, if you’re engaging right from the start, you don’t got to worry too much,” Andrew Peake, a managing director for an integrate creative agency, said in regards to length of ad time.

Additionally, some experts see this as a sign that YouTube is starting to get desperate for ad revenue. “We know that video is right at the very core of Facebook’s roadmap. Their video offering is becoming ever more attractive to brands by the day, and YouTube is panicking,” Callum McCahon, a strategy director for Born Social said.