YouTube has announced that it will introduce 30-second non-skip ads on connected TVs (CTVs), replacing the two 15-second consecutive ads.

“We’re bringing 30-second non-skips to YouTube Select on CTV,” YouTube said in a blog post on Thursday.

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The company said that running longer-form creative on the big screen aligns with advertisers’ objectives, and allows for richer storytelling.

As YouTube Select is now landing over 70 percent of impressions on the TV screen, the company is making it easier for advertisers to use existing assets in front of the most-streamed content.

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