Friday, April 12, 2024

YOUTUBE’S NEW STRATEGY: LONGER ADS ON SMART TVS

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In a recent development, YouTube is revamping the way it presents advertisements on its television application, aiming to streamline the user experience with longer, but less frequent ad interruptions. The goal is to create an atmosphere akin to traditional TV commercial breaks, enhancing the enjoyment of feature-length videos.

Google has announced that it will update the ad countdown timer on televisions, providing a clearer indication of the duration of ad breaks. Presently, YouTube indicates the length of individual ads and a generic “Ad 1 of 2” message, which can be confusing. The revised timer will give viewers a better sense of how much time the ad break will consume in total. This new feature is slated to enter the testing phase shortly.

The move comes after YouTube’s decision earlier this year to introduce 30-second ads that viewers cannot skip when watching on TV, a change signaling the platform’s commitment to capturing the lucrative TV audience. In April, YouTube disclosed that its content was reaching an audience of 150 million people via connected TVs in the United States alone. The company has also revealed that daily viewership on TV screens has soared to over 700 million hours of content, underlining the strategic importance of this advertising medium.

Enhancements aren’t limited to ad presentation. YouTube has also been expanding its viewing options, including a multiview feature rolled out in March for sports fans wanting to watch several events simultaneously. This feature was later extended to include various non-sporting content as well.

Furthermore, Google is adjusting the level of control creators have over advertisement formats on their content. Starting in November, YouTube will take charge of deciding whether pre-roll, post-roll, skippable, or non-skippable ads will play on creators’ videos, with creators only having the ability to toggle ads on or off. Additionally, content creators will retain the ability to manually insert ads into their live streams, offering some degree of customization.

Overall, these changes reflect YouTube’s ongoing efforts to optimize ad delivery and viewer engagement on television screens, while also balancing the needs and preferences of content creators and advertisers.

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