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YouTube to scrap unskippable 30-second ads

Users rejoice! As of 2018, you’ll no longer have to sit through YouTube’s most frustrating ads.

Skip this ad…never

YouTube’s dreaded 30-second unskippable ads are like the reverse unicorns of the streaming video-verse: everybody’s encountered them, and everyone wishes they hadn’t.

You know the feeling: you’ve found the video you’re looking for. You’ve clicked play and kicked back. And, instead of the latest instalment of Bad Lip Reading, you get a 30-second ad for skin cream.

From 2018,, this frustrating experience will be a thing of the past.

A better user experience

In a statement to Campaign, a YouTube spokesperson has announced that as of 2018, YouTube will no longer support unskippable 30-second ads.

The move to scrap the format shows YouTube’s willingness to listen to viewer feedback, and a dedication to putting user experience first.

Instead of pushing ahead with a poorly-received format, they say they intend to focus on “formats that work well for both users and advertisers.”

Plenty of options for advertisers

Howeverm YouTube’s announcement doesn’t mean an end to all unskippable ads.

Aware of the need to balance user preference with advertiser demand, YouTube will still offer advertisers access to a number of shorter unskippable formats. Only the 30-second variety will get the chop.  

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.

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