YouTube is getting rid of 30-second, unskippable pre-roll ads


Social Media Week

This is great news for pretty much anyone that watches videos online that want so start the video without any disruption. The major downside, however, is that YouTube said this won’t take effect until 2018.

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We’ve all clicked on a video in our feed, or search for a specific video only to be served an annoying pre-roll ad that is sometimes even longer than the video itself (and unskippable). This is most common on YouTube, but fortunately, things are about to change and benefit the viewer.

Google-owned YouTube announced they are ditching the 30-second pre-roll ads that users have no choice but to watch. This is great news for pretty much anyone that watches videos online and want so start the video without any disruption. The major downside, however, is that YouTube said this won’t take effect until 2018.

This announcement likely comes as a result of Facebook’s firm opposition of pre-roll ads (Facebook will soon only allow mid-roll ads, though). Mark Zuckerberg believes video is Facebook’s future, so any effort to improve the user experience is a step in the right direction.

YouTube’s skippable ad formats, referred to as TrueView, allows advertisers to make pre-roll ads as long as they want, but they only pay if a user watches the ad in its entirety. This is part of the growth of mobile video, and YouTube’s shift away from these longer, unskippable ads.

At Social Media Week Los Angeles back in June, we heard from YouTube’s social media team discuss “YouTube’s Guide to Breaking the Rules of Social Media” and how they foster passionate fans and users. To watch a replay of that session plus hundreds of other SMW events, sign up for our video platform, SMW Insider.

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SMW Staff

SMW News, Social Media Week

@socialmediaweek

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