Many of us can’t wait for the 5-second countdown to finish before we inevitably click on the “Skip” button to start the video that we want to watch on Youtube, however, Google has been selling 30-second preroll ads to advertisers that aren’t skippable. This means that viewers have to wait for a full 30 seconds before they can watch their video. It can be very irritating and it appears that Google has decided to do away with this ad product.
According to a new report by Campaign, Google has confirmed that it’s going to phase out the 30-second Unskippable Preroll Ads on YouTube starting 2018. The company further added that it aims to provide a better advertising experience for online users and that as part of that, it has decided to stop supporting 30-second unskippable ads starting next year.
It’s going to focus instead on formats that work well for both users and advertisers. Google does point out that 20-second unskippable preroll ads will continue to like on and that it’s going to increase the use of “bumper ads,” or the unskippable 6-second preroll ads.