YouTube has announced that it will no longer support 30-second video ads that users can’t skip, starting next year.
“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 said in a statement.
The change, first reported by Campaign, will not affect shorter ads, such as 20-second videos. Advertisers will continue to be able to set those units as unskippable on the platform. The short-form six-second bumper ads, introduced last year, will continue to be a focus.
The 30-second ads were designed to court traditional TV ad budgets. While advertisers might not like the shift, the argument that television commercials can translate directly to digital appears to be a losing one. Facebook, Instagram and Snapchat have been able to get brands on board with shorter video formats as video continues to proliferate. YouTube has long offered TrueView ads that can be skipped after five seconds.