Finally, YouTube will start a non-skippable 30-second advertisement
YouTube, which participated in the event `` Upfronts 2023 '' where major advertisers and media in the television industry gather, announced that it will introduce a 30-second non-skippable ad to YouTube's reserved advertisement ``
The world watches YouTube: Highlights from Brandcast 2023
https://blog.youtube/news-and-events/brandcast-2023-highlights-trends/
YouTube 2023 Upfront: Unskippable 30-Second Ads Coming to TVs - Variety
https://variety.com/2023/digital/news/youtube-upfront-2023-unskippable-30-second-ads-tvs-sunday-ticket-1235616175/
Upfronts: YouTube Adopts Non-Skippable 30-Second CTV Commercials | Next TV
https://www.nexttv.com/news/upfronts-youtube-adopts-non-skippable-30-second-ctv-commercials
YouTube Unveils 30-Second Select Spots at Brandcast Event – Adweek
https://www.adweek.com/convergent-tv/youtube-unveils-30-second-select-spots-pause-ads-at-brandcast-event/amp/
On YouTube, it seems that more diverse creators than ever before are using the platform, from content creators who post short videos of 15 seconds to distributors who perform live distribution for 15 hours. This means that more fans are gathering on YouTube, and 'it also means that advertiser engagement is increasing,' YouTube claims.
In addition, the number of people watching YouTube on the ``TV in the living room'', which is the largest display in the house, is increasing. According to a report by the research company Nielsen , the TV usage rate in the United States as of April 2023 is 23.1% for commercial and public broadcasting, 31.5% for cable TV broadcasting, 34.0% for streaming services, and 11.5% for others. was. Of these, the breakdown of streaming services is as follows, YouTube accounts for 8.1% of the overall TV usage rate, and it seems that the usage rate has increased by 1.5% compared to the data from one month ago.
According to a survey as of December 2022, there are more than 150 million YouTube users among
YouTube has announced that it will introduce a 30-second non-skippable ad to the reserved ad 'YouTube Select' in response to this increase in viewership and changes in viewing experience. Additionally, YouTube has stated that it will play one 30-second ad rather than two 15-second ads in a row. YouTube Select for connected TVs will start with 30-second non-skippable ads. However, YouTube Select says that more than 70% of impressions are already displayed on the TV screen.
Variety describes this 30-second non-skippable ad as 'the same commercial that has been on television and cable for decades.'
In addition, YouTube has announced that it will introduce a new pause experience for connected TVs. YouTube explains that creating unique and interactive moments where users pause videos can promote awareness and action. YouTube notes that it will create an experience that is seamless for users and allows them to learn more about the advertiser's brand.
Regarding this 'new pause experience', Variety explained that 'ads are displayed when the video is paused' and pointed out that Hulu was experimenting with a similar advertising system in 2018.
Appearing at Upfronts 2023, YouTube CEO Neil Mohan said, 'More and more viewers are watching YouTube on the biggest screens in their homes.' Content types are no longer discriminating: when they turn on their TV, they want everything they love in one place, from their favorite Quaitor videos to blockbuster movies to football. You can see all of them on YouTube,' he said, saying that the way users use YouTube is changing significantly.
YouTube will also be on stage at Upfronts 2023 with NFL
“Our team is already using AI to show ads to the right audience, improve ad performance measurement, and reach out to where viewers are watching,” YouTube said in a statement. We are using AI in creative ways,' Mohan explained. He added, “These examples are just the beginning. Simply put, we want to use AI to transform the very way we create videos. By changing the background, you can imagine being able to instantly move from the desert to the forest,' he said, referring to how YouTube plans to use AI. .
Adding an unskippable 30-second ad, YouTube Select is an ad that appears only on the “top 5%” of the most viewed and most engaging content on YouTube. 'YouTube Select provides enterprise marketers with long-form storytelling to drive brand awareness and ROI ,' said Sean Downey, Google's president of ad sales.
The new ad feature, “Unskippable 30-Second Ads,” will first be available in the US, and will be available globally later in 2023. YouTube already sells 15-second non-skippable ads, so 'it's a seamless experience for viewers,' Downey said.
On the other hand, the ``new pause experience'' will start as an experimental attempt for TV ad buyers, Downey said, ``The ad will include a QR code to allow viewers and brands to interact. It's possible,' he explains.
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