YouTube ad experiences are about to change for the better, as the video hosting site says it’s learned from research viewers prefer fewer interruptions…
Quietly, behind-the-scenes, YouTube has tested a major change to the way it displays ads. The video hosting platform states it’s learned viewers respond positively to fewer interruptions. In short, the company has found out people just don’t like having to endure ad break after ad break.
New YouTube Ad Experiences Coming to Desktop and Mobile
The result of this research is a new format for YouTube ad experiences. Now, the company will show two skippable, pre-roll ads. Watching both will give viewers more uninterrupted time later. In other words, just let the two ads play prior to watching a video and see fewer ads later on during the same session.
YouTube will begin rolling out the option to desktop first, followed by mobile. In fact, over the past three years, people have watched a lot more content right on the home page (by a factor of 10, no less). So, since people are watching more content, the way the site displays ads must also change to fit consumer trends.
Here is the relevant portion of the blog post:
“Our recent user experience research suggests that in addition to factors such as the length of ads, viewers are quite sensitive to the frequency of ad breaks, especially during longer viewing sessions. Through this research, we also learned that fewer interruptions is correlated with better user metrics, including less abandonment of content and higher rates of ad viewing. To respond to this, we will begin testing ad pods–two ads stacked back to back, where viewers have the option to skip directly to the content if it’s not the right ad for them.
Why does this solution make sense? Because when users see two ads in a break, they’re less likely to be interrupted by ads later. In fact, those users will experience up to 40 percent fewer interruptions by ads in the session.1 Early experiment results also show an 8-11 percent increase in unique reach and a 5-10 percent increase in frequency for advertisers, with no impact to Brand Lift metrics.2 This new experience, launching on desktop this year then followed by mobile and TV screens, aims to accommodate viewer preferences while continuing to help advertisers connect with their most important audiences.”