YouTube Testing New Ads Features

Tired of YouTube ads interrupting an important video? You are not alone, and it seems YouTube may soon end multiple ads as the Video Sharing platform is testing new ads features.

The Google owned company has realised that users consider the frequency of ads breaks when choosing a video and is testing new ads features to replace this.

The ads features include back-to-back skippable ads. In a blog post, the company wrote,

“Our recent user experience research suggests that in addition to factors such as the length of ads, viewers are quite sensitive to the frequency of ad breaks, especially during longer viewing sessions.”

YouTube Adpods

“Through this research, we also learned that fewer interruptions is correlated with better user metrics, including less abandonment of content and higher rates of ad viewing.”

“To respond to this, we will begin testing ad pods–two ads stacked back to back, where viewers have the option to skip directly to the content if it’s not the right ad for them.”

“Why does this solution make sense?” YouTube wrote in its blog post. “Because when users see two ads in a break, they’re less likely to be interrupted by ads later. In fact, those users will experience up to 40 percent fewer interruptions by ads in the session. Early experiment results also show an 8-11 percent increase in unique reach and a 5-10 percent increase in frequency for advertisers, with no impact to Brand Lift metrics.”

The changes will come to Desktops before mobiles then TV in the near future

“In the face of these burgeoning user trends — as well as the next wave, and the next — we’ll continue working to build the ideal video viewing experience, and keep thinking up ways to deliver value for our advertiser partners,” YouTube says, by way of concluding its post explaining the ad test.

YouTube already has an ad-free service called YouTube Premium available in selected countries. To escape YouTube ads, you may consider installing a YouTube ad blocker.


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