Google has announced plans to remove their most annoying advertisements in 2018.
For those of us not using an ad blocker, watching YouTube invariably also means watching advertisements. Ads are how YouTubers make their living (and how YouTube itself earns money); the more people there are watching an ad, the more money goes to the content creator. Many of YouTube’s ads can be skipped after 5 seconds, but annoyingly, there are a few that will play for 30 seconds whether you like it or not.
Google has just announced that it will be cutting the unskippable ads starting in 2018. The announcement was made to BBC’s Newsround program, and a spokesperson stated that YouTube’s parent company wanted to focus on “formats that work well for both users and advertisers”.
The 30 second ads are seen by many as a nuisance, and one advertising agency, Agenda21, said that the format is little more than a relic from the past. The move then, is a clear indicator of the differences between online media and TV-based media.
“The 30-second ad is a legacy from TV times,” said Will Smyth, head of media at the Agenda21 agency, “It’s a standard TV unit which has been put online, but it’s not the most effective way to advertise. This will encourage advertisers to be more creative about the way they use the platform.”
YouTube is hardly alone in its use of adverts. Most video sites online now feature ads in one form or another. “Demand from advertisers for video content is high, but there’s a shortage of quality content,” said Smyth. “It’s good business for everyone to focus on ‘skippables’ – people aren’t forced to sit through ads, and advertisers don’t need to pay if their ad is skipped.”