Google is testing a new way to display ads on the YouTube app for TVs, where users can expect fewer but longer ads. The company said it is experimenting with this ad format for a better viewing experience while watching long-form content, just like a traditional commercial break during linear TV shows.
Besides this, YouTube is also trying to update the ad timer on TV to better display the time remaining in the ad break. YouTube currently displays a given ad length with a placeholder that says “Ad 1 of 2,” which doesn’t make it clear how long the break will last. The company said it will begin testing this new timer that focuses on the total ad break time “soon.”
Earlier this year, YouTube began offering 30-second non-skippable ads on TVs. The company said it reached 150 million people via connected TVs in the United States in April. With the latest announcement, the company said that people watch more than 700 million hours of YouTube content on TV screens every day. In other words, this is an important advertising surface for the company.
In March, the company announced a multi-view sports feature to watch multiple matches at once. In June, YouTube expanded multi-viewing to include non-sports content.
Google isn’t just experimenting with YouTube ads on TVs. company Announce On Thursday, starting in November, some ad controls will be removed for creators to choose pre-roll, post-roll, skippable and non-skippable ads. Creators can only turn ads on or off, but the format will be determined by YouTube’s own system. They will get it too Controls to manually insert ads into your live stream.