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YouTube Starts Testing Ad Pods; Back to Back Skippable Ads to Replace Multiple Breaks in Videos

YouTube Starts Testing Ad Pods; Back-to-Back Skippable Ads to Replace Multiple Breaks in Videos 4ob52

By Sumit Chakraborty | Updated: 23 November 2018 17:40 IST

YouTube to come with back to back ads to stop multiple ad breaks 2j1gi

Highlights

YouTube tests back-to-back skippable ads
It will reduce interruptions during videos
The new feature will first come to YouTube for desktop

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Google is testing a new way to display YouTube ads. Until now, YouTube has been presenting ments in the middle of videos, an experience that could be distracting for most s, especially in longer videos. However, Google has now started testing ad pods, a new feature where YouTube will play two back-to-back skippable ads during videos. This, the company says, will lead "up to 40 percent fewer interruptions by ads in the session". The feature will be rolled out to desktop this year followed by mobile and TV.

In a YouTube will now show two back to back ads. Also, s will have the option to skip the ads in case they are not interested in them.

The reason behind the move, Google explains, is that YouTube viewers will be less likely to be interrupted by multiple ad breaks if they have two back to back ads at once. "Through this research, we also learned that fewer interruptions is correlated with better metrics, including less abandonment of content and higher rates of ad viewing," says Khushbu Rathi, Product Manager, Video Ads.

In the blog post, the company claimed that s will experience up to 40 percent fewer interruptions by ads in a session. Based on early experiments, Google says that there was an "8-11 percent increase in unique reach and a 5-10 percent increase in frequency for rs, as well as, no impact to Brand Lift metrics."

As mentioned, that new way to present ads will first come to YouTube for desktop, followed by mobile and TV screens soon. As per the screenshot shared by Google in the blog post, s will be presented with a notification explaining that they can choose to watch two ads at that moment for fewer interruptions later.

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