Well, it’s time to say adieu to those 30-second long super annoying unskippable ads. YouTube has finally announced to do away with these unskippable ads in 2018. In an aim to provide a better advertising experience for its online users, the owner of video services, Google said in its official statement, “We’re committed to providing a better ads experience for users online. As part of that, we’ve decided to stop supporting 30-second unskippable ads as of 2018 and focus instead on formats that work well for both users and advertisers.”
Even though Google has announced to kill these ads, but the ads shorter than 30-second, including 20-second spot can still be made unskippable. In April last year, YouTube has also announced the six-second unskippable bumper ad format. So, that means the unskippable ads won’t go away completely and you’ll still see 15 to 20 seconds unskippable ads even in 2018. Overall, as they say, something is better than nothing.
However, this move will certainly won’t please advertisers and YouTube has to pay the price for that. According to Callum McCahon, strategy director for Born Social, “I’m reading this as a signal that YouTube is very worried about Facebook,” he added. “We know that video is right at the very core of Facebook’s roadmap. Their video offering is becoming ever more attractive to brands by the day, and YouTube is panicking.”