YouTube is bringing some changes to the way ads are displayed and some might like it, some might not.
It has come to YouTube’s realisation that users are more frustrated when there are frequent ad breaks when they’re watching YouTube videos, and YouTube decides to provide an alternative to the issue. YouTube will introduce two back-to-back ads that are skippable by users. This is due to the research that shows that fewer interruptions during a video playback will result in better user metrics and also higher rates of ad viewing, so it’s a win-win situation for users and also advertisers.
YouTube also said that the feature will allow users to experience up to 40% less interruptions by ads, but YouTube will also make it optional so users can actually choose to either watch two back-to-back ads before their videos or just get more ad breaks in between their videos. This is YouTube’s attempt to accommodate with their users’ preferences and also ensure that their advertisers can still reach out to the potential users.
According to YouTube, the new ad experience will first be on desktop version this year before it launches to mobile and TV screens. On the other hand, previously YouTube also launched TrueView video discovery ads, Masthead and Universal App campaign ads for users to self-discover advertisers’ brands and something called TV screen device type that’s for advertisers to customise their ads for connected TVs.
