Based on recent real-time feedback from users, YouTube intends to introduce new ad formats to minimise disruptions during viewing.
According to recent studies, it is found that almost 52% of Internet users across the World access YouTube at least once a month. Nielsen Gauge Report further confirmed YouTube’s dominance, marking it the leading streaming platform on connected TV for nine consecutive months.
The reason behind the success of YouTube is touted to be the diverse range of content that YouTube offers. From music videos to NFL Sunday Ticket, free movies, shows, and a plethora of unique content from individual creators, YouTube brings it all under one roof, accommodating every video format.
The YouTube viewing pattern has transformed. While mobile viewing, especially YouTube Shorts, remains popular with 2 billion monthly users, there’s a noticeable rise in big-screen consumption.
In the US, 65% of YouTube’s connected TV watch time is dedicated to content that spans 21 minutes or more. Given these changing dynamics, YouTube is adapting its advertising strategies to cater to its audience more effectively.
Keeping up with the times, YouTube is introducing more dynamic and interactive TV experiences. Given its stronghold in streaming, YouTube aims to redefine television’s future. Recently, there’s been a revamp in the advertising department, aligning with YouTube’s modern aesthetics.
In May, YouTube announced new ad formats tailored for connected TV featuring 30-second non-skippable ads and pause experiences.
As a part of continuous innovations, YouTube also included shoppable ads and a unique send-to-phone feature, catering to the 80% of users who multitask with another device while watching TV. The introduction of feed ads ensures viewers can engage with ads without breaking their streaming flow.
New Ad Formats Being Introduced on YouTube
Addressing viewer preferences, YouTube is considering restructuring its ad placements.
About 79% of viewers would rather have video ads grouped than scattered across the video. This feedback has led YouTube to consider introducing fewer but longer ad breaks to enhance the big-screen viewing experience.
Furthermore, to make the ad-watching experience more transparent, YouTube plans to provide viewers with a clearer understanding of ad break durations. Preliminary research indicates that viewers prefer to know the total ad break time rather than the number of ads. An improved ad experience highlighting this feature will be tested soon.
These changes are a result of extensive feedback from viewers across numerous markets. They represent YouTube’s commitment to staying at the forefront of the streaming revolution. All these initiatives aim to ensure that viewers and advertisers get the best out of the platform.
YouTube witnesses over 700 million hours of daily content on TV screens, highlighting the ever-growing need for a diverse range. As technology continues to evolve, advertisers have the chance to stay in sync with their audience, embracing the most significant shift in TV in years. YouTube is eagerly gearing up to roll out these new features, promising an enhanced viewing experience for all.
Ragul Thangavel
With over nine years of diverse professional experience, Ragul has made significant contributions across various domains, including Media Operations, OTT Technologies, Video Production, Ecommerce, and Social Media.
Holding an Engineering degree, Ragul's career took an unconventional turn when he discovered his passion for writing, leading him to begin his journey as a content writer.
His career has been exclusively dedicated to the growth and development of startups, where he has played a pivotal role. His unique blend of technical knowledge and creative prowess has enabled him to drive innovation and success in every venture he has been a part of.
