Ilyse Liffreing
Feb 23, 2017

Agencies grateful for YouTube's decision to cut 30-second unskippable ads

Ad executives say users won't miss them and they welcome the challenge of shorter ad formats.

Google is getting rid of 30-second unskippable ads on YouTube, and it doesn’t look like too many people are going to miss them.

Last Friday, YouTube announced it will stop supporting the ad format in 2018, and will instead focus on more appealing ads for users and advertisers.   

Consumers will likely appreciate the change. A July HubSpot study found that 57 percent of respondents disliked pre-roll ads....

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