YouTube is considering the addition of longer ad breaks to its Connected TV experiences in order to create more opportunities for uninterrupted content viewing. This decision was based on research indicating that the majority of YouTube viewers prefer having video ads grouped together rather than having shorter ad slots scattered throughout a video.
Late last year, YouTube started testing longer ad breaks on CTV and found that it increased uninterrupted viewing blocks by 29%. Responding to positive viewer feedback, YouTube is now further extending viewing experiences by clustering more ads into longer blocks. This means that CTV viewers can now enjoy 50% longer viewing sessions before encountering their next ad break.
According to YouTube, the expansion of fewer, longer ad breaks allows viewers to still have the option to skip to the next ad in an ad pod. Additionally, viewers can skip an ad after the first five seconds if it does not interest them. This improved experience benefits advertisers as well by providing more opportunities to connect with their target audience while minimizing interruptions to viewing sessions.
While the concept of longer ad breaks may seem beneficial in terms of providing a less disrupted viewing experience for viewers and enabling advertisers to reach their audience effectively, there is a concern regarding the actual ad response rates. One may question whether viewers are more likely to engage with ads in these longer blocks compared to shorter in-stream promotions. The presence of a countdown timer for these ad blocks raises the issue of viewers potentially being distracted or disengaging from the content during the ad break.
For YouTube marketers, it is important to closely monitor the results of advertising campaigns in response to these extended ad breaks. While most YouTube promotions focus on awareness rather than direct response, it may be challenging to measure the true impact of these longer ad blocks. It is crucial to take into account viewer preferences for larger ad blocks and the potential implications for ad response rates.
YouTube’s decision to implement longer ad breaks in its CTV experiences has both positive and potentially negative implications for viewers and advertisers. While viewers may appreciate the uninterrupted viewing experience, there are concerns regarding ad response rates and viewer engagement during longer ad blocks. YouTube marketers should closely evaluate the impact of these extended ad breaks on their advertising strategies and adjust accordingly to align with viewer preferences and optimize campaign performance.
Leave a Reply