{"id":507074,"date":"2023-09-07T13:00:13","date_gmt":"2023-09-07T11:00:13","guid":{"rendered":"https:\/\/mybroadband.co.za\/news\/?p=507074"},"modified":"2023-09-07T13:04:17","modified_gmt":"2023-09-07T11:04:17","slug":"youtube-testing-longer-fewer-ads","status":"publish","type":"post","link":"https:\/\/mybroadband.co.za\/news\/broadcasting\/507074-youtube-testing-longer-fewer-ads.html","title":{"rendered":"YouTube testing longer, fewer ads"},"content":{"rendered":"

YouTube says<\/a><\/strong> it is revamping its streaming experience for users with smart TVs, media boxes, and gaming consoles by showing fewer, longer ads.<\/p>\n

The company refers to viewing on these kinds of devices as connected TV (CTV) experiences, and the idea is to play ads in a way aligned with each platform where you watch YouTube.<\/p>\n

For example, YouTube believes mobile users will be more inclined to watch short-form videos like shorts, and for these users, shorter, rapid-fire ads make more sense.<\/p>\n

However, the company notes that most CTV viewers in the US watch for at least 21 minutes and cites research showing that 79% of viewers prefer ads bunched together rather than many ads spread out throughout a video.<\/p>\n

“Based on this preference, we are evaluating new options that minimize average interruptions for viewers, such as fewer, longer ad breaks, to create a more seamless viewing experience on the big screen,” says YouTube.<\/p>\n

It didn’t specify how long ads will be when there are fewer of them. However, the company says it will make remaining ad times more visible to viewers.<\/p>\n

“As we continue to diversify our ad formats, we’re also exploring ways to give viewers more visibility into the length of ad breaks,” it says.<\/p>\n

It provided an example of its new ad timing information, shifting from the countdown in the top left-hand corner to a higher contrast countdown in the bottom right-hand corner of the screen.<\/p>\n

\n

Now read: DStv Premium vs Netflix Premium price hikes in South Africa<\/a><\/h3>\n","protected":false},"excerpt":{"rendered":"

The company cited research showing that 79% of viewers prefer ads bunched together rather than many shorter ads throughout the video’s duration.<\/p>\n","protected":false},"author":341076,"featured_media":507100,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_sma_x_autopost_status":"idle","_sma_x_autopost_error":"","_sma_x_post_id":"","_sma_facebook_post_id":"","_sma_instagram_post_id":"","_sma_threads_post_id":"","_sma_x_attempts":0,"footnotes":""},"categories":[24],"tags":[167,2150,79060],"class_list":["post-507074","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-broadcasting","tag-google","tag-youtube","tag-youtube-ads"],"_links":{"self":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts\/507074"}],"collection":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/users\/341076"}],"replies":[{"embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/comments?post=507074"}],"version-history":[{"count":1,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts\/507074\/revisions"}],"predecessor-version":[{"id":507102,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/posts\/507074\/revisions\/507102"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/media\/507100"}],"wp:attachment":[{"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/media?parent=507074"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/categories?post=507074"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mybroadband.co.za\/news\/wp-json\/wp\/v2\/tags?post=507074"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}