YouTube, announced that it will replace two 15-second consecutive commercials with 30-second non-skip advertising on connected TVs (CTVs).
“We’re bringing 30-second non-skips to YouTube Select on CTV,” YouTube confirmed on Thursday in a blog post.
Longer-form advertising, according to the company, coincides with clients’ goals and enables greater narrative.
The company is making it simpler for advertisers to employ current assets in front of the most-streamed content as YouTube Select is now getting over 70% of impressions on the TV screen.
Furthermore, the company is introducing new Pause experiences to CTV so that marketers can drive awareness or action by owning that unique interactive moment when users pause a video, allowing advertisers to showcase their brand while a video is paused.
In addition, YouTube claimed that advertisers would soon be able to reach football fans throughout the entirety of its NFL content portfolio, including live games on YouTube TV and Primetime Channels, as well as while watching highlights, post-game discussion, and other related material.
YouTube has also announced that it is making its new “multiview” function, which enables members to watch up to four distinct shows at once, available to all users.