YouTube has announced an expansion of its long ad break strategy for connected TV (CTV) viewers, aiming to improve the viewing experience by reducing the frequency of ad interruptions.
This move is based on the insight that 79% of viewers prefer having video ads grouped together rather than scattered throughout the content they’re watching. By offering fewer but longer ad breaks, YouTube intends to keep viewers more engaged with their favorite content.
Since its initial launch, this approach has been rolled out across more types of long-form viewing experiences on CTVs. The impact has been significant, with streamers now enjoying 50% longer viewing sessions before encountering the next ad break. This change is expected to enhance user satisfaction, as fewer interruptions lead to a more seamless viewing experience.
Importantly, viewers still retain control over their ad experience. They can skip ads after the first five seconds if the content isn’t relevant to them. This ensures that while ads are necessary, they are less disruptive, giving advertisers more effective opportunities to connect with their target audience.
For advertisers, no additional action is required to adapt to these changes. YouTube continues to explore new methods to optimize the ad experience, balancing viewer satisfaction with advertisers’ needs to reach their goals.
