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YouTube Is Killing Unskippable 30-Second Ads

Dave Parrack 17-02-2017

YouTube is one of the undisputed cornerstones of the internet 7 Most Important Websites We Can't Live Without The World Wide Web (now more commonly known simply as the Web) has been with us for over 20 years now, and in that relatively short space of time it has unequivocally changed the world.... Read More . It offers a vast repository of videos covering all manner of different subjects. Which is why billions of people have visited it since it was launched in 2005. There’s just one problem with YouTube… those damn adverts.

YouTube ads come in all different shapes and sizes, but the ones most people will be familiar with are the pre-rolls. These are the ones which play before a video, forcing viewers to sit through them. However, YouTube has now committed to abandoning the worst kind of pre-roll ad.

30 Seconds Is Just Too Long

As originally reported by Campaign, YouTube is killing its unskippable 30-second pre-roll ads. These are the annoying ads which you’re not even given the option to skip after five seconds. And 30 seconds is a surprisingly long time to wait to watch a short YouTube video.

Google issued a statement saying, “We’re committed to providing a better ads experience for users online. 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”.

Unfortunately, YouTube isn’t killing unskippable 30-second ads until 2018, so you’ll still have to sit through them for at least another 12 months. Even then this is only one type of ad, albeit the most frustrating type. So you’ll still see six-second bumpers at the very least.

Ads Doing More Harm Than Good

This is a welcome move by YouTube. No one likes ads, but a lot of us put up with them to ensure content creators get paid Why the Fight Back Against Ad-Blockers Should Matter to You Now Ad-blocking has changed our browsing experience. The fightback by web publishers is changing it further. But if they defeat ad-blocking, what does it mean for the future of our Internet experience? Read More . So the least YouTube can do is listen to feedback from users and advertisers alike, and abandon ad formats which are doing more harm than good.

How many YouTube videos do you think you watch on an average day? How do you feel about the ads? Which type of YouTube ad do you hate the most? Are you pleased to see YouTube killing the unskippable 30-second ads? Please let us know in the comments below!

Image Credit: Mike Beales via Flickr

Related topics: Google, Online Advertising, Online Video, YouTube.

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  1. Anonymous pizza
    February 17, 2017 at 10:54 pm

    I wouldn't mind 30 second ads if they were stuff I am interested in but they are always the same annoying ad over and over again because the thing being advertised knows I don't like it so makes sure to be unskipable.

  2. lorri
    February 17, 2017 at 8:40 pm

    The sad thing is that YouTube could probably bring more revenue if they would work on making "pay for view" videos more available and searchable. For example, there are TV shows on YouTube where you can buy single episodes or the whole season, but it's not always possible to find them without wading through a bunch of other crap. Or you have videos that have been taken down because they supposedly violate a copyright, but why not track down the copyright holder and see if they would like to offer their product for a fee? Or why not offer a reward to people who DO watch the ads, and give them a discount on for-pay products such as TV or movie rentals?

  3. Harrie
    February 17, 2017 at 7:56 pm

    I find is most annoying that video's have Picture in Picture at the end of a video.

  4. makeuseofReader
    February 17, 2017 at 7:42 pm

    Like everybody else that doesn't have a vested interest in the 30 second ad, I do not like the 30 second ad and refuse to watch them out of general principle. Fortunately they are pretty easy to navigate around. As far as I can tell, there is no strategic placement to the 30 second ad. Its as if Google randomly throws out the 30 second ad 10% of the time. So if a video has a 30 second ad, I simply watch another video and come back to original video later. Most of the time, the original video will load without the 30 second ad.

  5. Jason Honingford
    February 17, 2017 at 7:11 pm

    I'm surprised not more people use ad blockers. I don't see any video ads on YouTube and I watch it quite a bit.

    • Connie
      February 18, 2017 at 2:52 pm

      Which ad blocker are you using. I was going to use the one for chrome but the comments about it say it doesn't work very well anymore like it use to. Thank you.

      • Jason Honingford
        February 18, 2017 at 3:18 pm


        • Connie
          February 18, 2017 at 5:01 pm

          Thank you very much.