In an upcoming alteration to its platform, YouTube has decided to simplify ad controls for video creators. Starting in November, the platform will retire individual ad controls in the YouTube Studio for ad types like pre-roll, post-roll, skippable, and non-skippable for new video uploads, as noted in an official support document from a YouTube team member, Rob.
The new framework will give creators the ability to choose only between enabling or disabling ads before or after their videos. Upon activation, YouTube will autonomously determine the most suitable ad format such as pre-roll, post-roll, skippable, or non-skippable “when appropriate,” as mentioned in another support communication.
Rob from the YouTube team downplays the impact of these changes, highlighting that many creators should not observe any significant shift, given that most of these ad styles are typically activated by default. He added, “In the past year, over 90 percent of monetized long-form videos at launch had all the aforementioned ad categories enabled.” However, creators who appreciate a granular command over their ad choices might find this new structure less favorable.
In addition to these, YouTube is introducing several new functionalities for mid-roll ads. During live streams, creators will be greeted with a 60-second countdown before an ad shows up. They’ll have the choice to bypass the ad to prevent any disturbances. Live stream hosts will also have the luxury of postponing mid-roll ads by up to 10 minutes. Furthermore, for extended videos, YouTube aims to provide creators the flexibility to alternate between automated mid-roll ad intervals and manually curated ones, a choice that was previously binary.
This restructuring coincides with YouTube’s recent experiments focused on longer yet infrequent ad breaks for users on connected TVs. Additionally, the platform has introduced 30-second non-skippable ads for connected TV viewers and is dabbling with video restrictions for those employing ad-blockers.
YouTube’s move to reconfigure its ad controls might simplify the advertising process for many creators. While the majority might find the transition seamless, a segment of the creator community might yearn for the lost granular control. The introduction of new mid-roll ad features indicates YouTube’s continued focus on enhancing the user experience, balancing both viewer engagement and monetization.