YouTube is testing longer but fewer ads on TV for some users


Google is currently in the testing phase of a new approach to delivering ads on the YouTube app for TVs. Users can anticipate encountering fewer, albeit longer, ads. This shift is aimed at enhancing the viewing experience, particularly during extended content, akin to the customary commercial breaks seen in linear TV programming.

Additionally, YouTube is working on refining the ad timer for TV, aiming to provide a clearer indication of the remaining time in the ad break. Currently, YouTube displays the length of a specific ad along with a placeholder indicating "Ad 1 of 2," which doesn't offer a precise estimate of the break's duration. The company has announced plans to commence testing this updated timer, focusing on the total duration of the ad break, in the near future.

Earlier this year, YouTube introduced 30-second unskippable ads for TV viewers. In April, the company reported reaching 150 million viewers through connected TVs in the U.S. According to the latest announcement, people are now consuming over 700 million hours of YouTube content on TV screens every day. This underscores the significant role TV screens play in the company's advertising strategy.

In March, the company unveiled a multiview feature for sports, enabling users to watch multiple games simultaneously. In June, this feature was extended to non-sports content.

Beyond YouTube ads, Google revealed that starting in November, it will be streamlining certain ad controls for creators. They will now have the option to enable or disable pre-roll, post-roll, skippable, and non-skippable ads, but the specific format will be determined by YouTube's system. Additionally, creators will have the ability to manually insert ads during a live stream.

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