YouTube is making ad buyers more appealed with its latest ad offering – 30-second unskippable ads for connected TV devices. This announcement was made at YouTube’s annual YouTube Brandcast event in New York on Wednesday. This feature will replace the current two 15-second ads that YouTube Select – launched in 2020 – offers to advertisers when they target video content from top creators and publishers on YouTube.
Google’s AI capabilities were widely discussed at the event, where the company showed off its ability to help advertisers find the best mix of formats to reach their campaign goals. According to YouTube’s internal data, over 70 % of impressions on the TV screen now come from YouTube Select. Through the new ad offering, advertisers can make the most out of their ad dollars by targeting videos with longer 30-second ads, allowing them to re-use their existing collateral instead of creating shorter content just for YouTube’s viewers.
The introduction of this feature comes along with the newest Pause Ads on Connected TV. This will help advertisers to catch the attention of people who pause their videos on YouTube. Nielsen Report revealed that YouTube (excluding YouTube TV) was the only streaming service in the US to grow viewing time where as the other streaming platforms had seen a decline in their viewers. Last month, YouTube reached over 150 million people across connected TVs in the US.
To better facilitate the football fans, YouTube has tied up with National Football League. Now, viewers accessing NFL related content like live games, instant replays, highlight, post-game commentary will be able to watch advertisements on the big screen. YouTube will also be producing a new original Shorts series on the NFL’s YouTube channel titled ‘NFL Creator of the Week’ after the football season starts.
YouTube is an American video-sharing platform where users can watch, like, comment on and share videos. It was created in 2005 by three former PayPal employees – Steve Chen, Chad Hurley, and Jawed Karim. In 2006, Google bought it and now it serves as the world’s most popular online video community centre, powering billions of views per day. It is also known for its collaborative efforts with artist, brands, and other content partners.
