YouTube is introducing 30-second non-skippable ads for connected televisions, combining two consecutive 15-second ad slots into one longer ad.
This move responds to viewers' evolving content consumption patterns and aligns with advertisers' objectives.
YouTube Select, the platform's most-streamed content, will receive over 70% of impressions on the TV screen.
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YouTube adapts to evolving viewer habits by introducing 30-second slots that seamlessly merge two 15-second ads, catering to changing consumption patterns.
However, the full impact of these changes on user engagement and satisfaction is unknown, and advertisers must monitor and assess these changes to better understand their effects.