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....

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Subscribe

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Value of data in focus at DMA China: Liveblog coverage
Premium
1 hour ago

Value of data in focus at DMA China: Liveblog coverage

Ad fraud, data monetisation and AI data mining are among topics being tackled at this year's Data Marketing Analytics China forum, taking place in Shanghai today.

Premium
How RFID can save Japan from its '2018 issue'
Premium
1 hour ago

How RFID can save Japan from its '2018 issue'

A shopper-marketing strategist at Beacon Communications looks on the bright side of a looming crisis for convenience stores.

Premium
Move and win roundup: Week of December 11, 2017
Premium
2 hours ago

Move and win roundup: Week of December 11, 2017

A weekly collection of notable people moves and account news.

Premium
Isobar promotes to fill China group CEO, CCO roles
Premium
2 hours ago

Isobar promotes to fill China group CEO, CCO roles

Company fills the role Jane Lin-Baden has retained since her appointment as APAC CEO last year and creates a group-level CCO spot.