TECH & SCI
YouTube to kill 30-second unskippable ads
2017-02-18 17:37:39 GMT+8
Editor
Gong Zhe
If you’ve ever watched a video on YouTube, you’ve probably got frustrated by either the connection speed, or more often than not those 30-second non-skippable in-stream ads at the beginning of a clip – which are a surefire way to kill one’s mood and test their patience.
YouTube owner Google has reportedly made announcements that are bound to trigger mixed feelings. The surprising news will sure escalate already-raging tensions between advertisers, who cash in from these advertisements at the expense of irritating viewers, and online users, who simply want have the last call in how their time is wasted. (Mind you, YouTubers reportedly spent 40 minutes on average during each YouTube viewing session on mobile devices in 2015 thanks to the recommendation section on the platform.)
CGTN's YouTube channel, as seen on February 18, 2017. /YouTube
The good news is the technology company is killing these ads. The bad news is that it won’t happen until 2018.
"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," an unnamed Google spokesperson told British magazine Campaign in a statement.
The other bad news is that while the 30-second ads are being terminated, the shorter 15- and 20-second spots are not going anywhere. Same for the six-second version of "bumper ads" introduced in April 2016.
Google said in the statement that they wish to display more of that format.
While viewers will cheer for the change, the move will not likely resonate well with advertisers.
Major Chinese video-sharing websites also feature front ads as a way to earn revenue. Some platforms run 90-second ads that are sometimes, ironically, longer than the video content itself.
Users, however, can get a 100 percent ad-free experience by paying a subscription fee to these websites. At two US dollars per month, one can buy peace of mind – which when you think about it, is priceless.
A notice displayed on Youku, a Chinese video website, advising Adblock users to subscribe. /Youku
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