YouTube Will Phase Out 30-Second Unskippable Ads After This Year

Brands will still have six, 15 or 20 seconds of unskippable time

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The bad news is that YouTube users still won’t be able to skip some ads. The good news is that the ads they can’t skip will be shorter.

YouTube parent Google told Emily Tan of Campaign about the shift to shorter ad formats, with a spokesman saying:

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.

However, brands can still make YouTube’s 15-second and 20-second ads unskippable, and they also have the option of the six-second bumper ads YouTube introduced last April, which cannot be skipped by users either. David Cohen is editor of Adweek's Social Pro Daily.
Publish date: February 17, 2017 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT