In an announcement during Brandcast 2023, YouTube revealed its decision to replace two 15-second non-skippable ads on large screens with a single 30-second non-skippable ad for YouTube Select on Connected TV (CTV).

YouTube Select, a targeted advertising campaign, now garners over 70% of impressions on TV screens. The introduction of the new 30-second ad aims to make it easier for advertisers to utilize existing assets in front of the most-streamed content.

The YouTube Select campaign allows advertisers to target the top 5% of popular and highly-viewed content in specific niches, offering enhanced advertising reach and potential success.

YouTube believes that users on large screens, accustomed to watching longer ads on television, are more receptive to larger advertisements, making this a favorable option.

According to the platform, “This format also seamlessly fits into what viewers already expect and experience on the big screen.”

Furthermore, YouTube is actively working to prevent the use of ad-blockers, which allow users to enjoy ad-free content, impacting the platform’s and creators’ earnings. A Reddit user recently shared a screenshot of a YouTube push notification requesting them to disable their ad-blocker, with the popup offering an ad-free alternative through a sign-up for YouTube Premium, a paid subscription providing an ad-free YouTube experience.