YouTube says they will no longer support 30-second unskippable advertisements starting 2018, to focus on promoting engaging commercial products on the app.
In a statement shared to Campaign, a YouTube spokesperson wrote, “We’re committed to providing a better ad 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.”
Earlier this week, Facebook announced a new a new app for TVs that will allow users to stream videos on their set-top boxes. Facebook’s new app will include saved videos, recommended videos, videos shared by friends and popular live video streams.
So why is YouTube pulling the plug on their 30-second unskippable ads? Campaign, which broke the news, argues that YouTube is concerned with the future of Facebook and is concentrating on creating advertisements that are not as overbearing and intrusive. That said, YouTube released last year six-second bumper ads which are less intrusive and far more engaging than 30-seconds. Also, unskippable 15 and 20-second video ads remain an option for advertisers.
While this move away from intrusive advertisements, it raises questions about the future of advertising online and how websites are willing to make money off video content. However, YouTube is thinking outside of the box regarding increasing revenue.
Last January, YouTube announced a new feature called “Super Chat.” Super Chat makes it easier for YouTubers to share and connect with their audience. YouTube live-stream followers can purchase a highlighted message in the chatroom that will stand out from the rest of the other chat messages. YouTube explains that this new feature allows for a deeper connection between YouTubers and their followers.