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Google Scrapping Unskippable YouTube Ads

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posted on 22/02/2017

Google has announced it will be scrapping the 30 second ads you sometimes can't skip before playing a YouTube video. However, the move won't come into effect until 2018.

A spokesperson told BBC News:

"We've decided to stop supporting 30-second unskippable ads as of 2018 and focus instead on formats that work well for both users and advertisers."

There's currently two ways to avoid pre-roll ads on YouTube. You can subscribe to the Premium 'YouTube Red' service, which delivers an ad-free version of the platform for $10.00 per month, or use a browser based 'Ad-Block' plugin. However, many YouTube audiences access their content from mobile devices, smart TVs and home entertainment systems like games consoles which don't have any facility to skip ads.

The shorter ads and those that can be skipped after 5 seconds will still remain.

The move comes after a survey revealed many users felt the ads disrupted their experience of the platform so it's good to hear Google is listening to those that are supporting their platform.

The pre-roll ads are an important part of YouTube's revenue and users who create content for monetisation use this as a source of income for their channel. It's useful to note that any user creating content with the intention of monetising their content from such ads, needs to license royalty free music to ensure the revenue from any pre-roll ads goes to them. You can read more on licensing music correctly for YouTube here.

How will this affect the number of ads shown and potential revenue to content creators? We'll have to wait and see. One approach could be to better refine the ads shown and quality of ads. I'm sure there's been the odd advert you haven't skipped because it genuinely appealed to you...

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