A major change in the way that ads are served on YouTube may be on its way as the platform is now testing a brand new format called ‘Ad Pods’ which is basically stacking of two ad spots which are meant to be served back-to-back either before, during or after the video.
According to YouTube’s research regarding this new format test – “we learned that fewer interruptions is correlated with better user metrics, including less abandonment of content and higher rates of ad viewing”. These Ad Pods will be served in a range of different forms by YouTube such as both being skippable ads, a skippable ad with a six-second unskippable spot (also known as a Bumper Ad), a Bumper Ad with a skippable ad, or just two consecutive Bumpers. Basically, all combinations are possible.
This format rollout will first happen on desktop devices and gradually to the mobile app and TV. Experts have perceived this as a way to bring YouTube closer to the T.V viewing experience. Instead of having four ads dispersed all throughout the video, this ‘Ad Pods’ format will organize it into two sets which are served back-to-back. This format test is not mandatory for all viewers to be a part of. They can opt out of it if they want.
Additionally, YouTube has also rolled out few features for advertisers to reach viewers on the Trending & Home tabs – TrueView Video Discovery Ads, Masthead and Universal App Campaigns. Last month, YouTube also rolled out a TV Screen Device option for both Google Ads and Display & Video 360 campaigns.
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