YouTube Revises Ad Delivery for TV Viewers

YouTube says it's working to create a better, more seamless viewing experience by yet again tweaking the platform by introducing fewer but longer ads for TV viewers, displaying the time remaining for ads rather than how many ads are left, and Shorts ads on TVs worldwide to deliver a consistent experience across mobile and TV.


According to Google (the proud owners of YouTube), viewers want a different ad experience depending on the content they look at. For long-form content on TV screens, "79% of viewers would prefer video ads that are grouped" rather than having them pop up throughout the video.

YouTube considered this when the platform evaluated fewer, longer ad breaks to enhance the viewing experience on a big screen. Early tests indicated that "over half of YouTube CTV streamers experienced 29% longer viewing sessions before their next ad break."

Since statistics show most viewers want to know how much time remains on an ad break rather than how many ads are left, the update will let viewers see the time left until the break ends or let them jump straight to the content. This change is expected soon.

If you recall, about a year ago, YouTube began bringing Shorts to the TV screen. The platform has noted the explosion of viewership. YouTube Shorts on connected TVs have "grown by more than 100% from January to September 2023." Now, in an effort to help brands reach audiences easier when they're watching Shorts, YouTube is launching Shorts ads around the world.

The experience for Shorts ads will be consistent on connected TVs and mobile devices. Users will be able to use their remote control to leave ads the same as with any Short.

Now, advertisers can view Shorts ads with Video reach campaigns, Video view campaigns, YouTube Select Shorts, First Position on Shorts, and Trending Music on Shorts.

YouTube boasts "limitless ways to connect and explore their passions—from traditional culture and content to the rich, eclectic creator culture and original content that you can't get anywhere else" and promises to continue to enhance advertiser and viewer experience wherever it can.

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