posted by Liam Dryden

What will this mean for creators?

So ads on YouTube have become a necessary evil.

We might not love them, but supporting our YouTube faves is important. Although in recent years, this has pretty much turned into a need to endure for up to 30 seconds while an unskippable ad plays. But this is about to become a little more bearable; as YouTube have announced plans to phase out unskippable 30-second ads in 2018.

30-second ads

“We’re committed to providing a better ads experience for users online,” reveals a rep from Google to the Drum. “As part of that, 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.”

Not only is this great for audiences, but it presents a new challenge to advertisers. Previously many brands would just slap up the same 30-second ads they post on TV; but now they’re going to have to be a bit more creative with their advertising on a digital platform. One option that has gained popularity on YouTube is the “bumper” ad; an unskippable 6-second clip that gets the point across.

YouTubers might have some reason to be concerned; the longer ads usually tended to bring in higher Adsense revenue. But considering most creators these days get most of their income from brand deals and sites like Patreon, hopefully this will be a minor glitch.

How happy are you to see the end of 30-second ads? Tell us in the comments below.