“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.” – Google told Campaign.
YouTube aims to give users a better experience on its ads. Starting next year 2018, YouTube will stop featuring 30-second unskippable ads and will focus instead on shorter formats. The shorter formats however, will be made unskippable, which includes the 20-second blocks.
Google had stated that since April last year, YouTube had already introduced 6-second unskippable bumper ads, and that it’s understood that YouTube has plans to open up this format and develop it more heavily in the coming year, including all formats. Even TrueView. These bumper ads can help attain adequate if not increasing amounts of reach in terms of consumers, especially on portable devices, where they have a higher probability of being played.
It’s not all that bad really, to wait just 6-seconds for a video, or even 20-seconds without being able to skip. This is basically YouTube’s way of staying competitive in the video-based ad platform industry. Perhaps for shorter duration, advertisers get more reach. To convey their message in the ads however, is a different story.