Least Favorite Term: ‘Unskippable’

In a gift to video consumers around the world, YouTube announced it would be phasing out those maddening 30-second unskippable ads this year. AdWeek reports that, beginning in 2018, brands will not be able to buy the 30-second ad format — however, the news isn’t all good — clients will still be able to buy slightly less frustrating shorter unskippable pre-roll ads like 20-second promos and 6-second bumper ads.

YouTube parent Google told Emily Tan of Campaign about the shift to shorter ad formats, with a spokesman saying: “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.”

However… the story states that brands can still make YouTube’s 15-second and 20-second ads unskippable, and they also have the option of the six-second bumper ads YouTube introduced last April, which cannot be skipped by users either.

http://www.adweek.com/digital/youtube-no-30-second-unskippable-ads/?utm_source=sailthru&utm_medium=email&utm_term=ABN_MorningMediaNewsfeed&utm_campaign=Adweek_Newsletter_2017152008