Finding the right length for video ads can be a tricky balancing act. Too short and you can’t get your message across. Too long and you annoy or lose your viewers’ interest. Apparently, 30-second ads fail this tightrope walk, as YouTube has officially announced it will be doing away with 30-second unskippable ads starting next year.
In place of these ads, Google says it will focus on more interactive or user-based advertising.
“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,” a YouTube spokesperson told AdWeek via email.
Of course, this doesn’t mean YouTube is ridding itself of all unskippable ads. The platform will still sell 15-second and 20-second ads that don’t give viewers the option to skip to their content. Additionally, viewers are likely to see an influx of six-second “bumper ads” instead of full-length ads that you can skip after five seconds.
Ultimately, 30-second unskippable ads lose too many viewers along the way. Some get distracted during the interval, while others entirely refuse to wait that long for their content. There is still plenty of time to make use of any ad campaigns you’ve been planning, but the decision to move away from this ad format underscores the ineffective nature of the format.