No one doubts that advertising is the mainstay of platforms like YouTube. So, whether we like it more or less, changes happen from time to time. A few months ago, experiments were carried out with up to 10 ads per video, although in the end it does not seem that this is generalized. However, there are other the modifications whose arrival on the platform has been confirmed in these months to come.
More specifically, they are Upcoming changes to YouTube for TVs, including Android TV and Google TV. These range from visual advertising when we pause a video to seeing longer ads instead of short ones.
2×1 in ads and split screen in breaks to add ads
It was within the framework of YouTube Brandcast 2023, a conference organized by the platform to announce new features, where notable changes were announced with reference to advertising. The first of these is that instead of seeing two 15-second ads, you’ll see one 30-second ad. For practical reasons, it may be the same thing, but it is not.
First, for the consumer. This one will see fewer interruptions in its reproductions, although of longer duration. Then, vis-a-vis the advertisers, the windows are lost, since instead of seeing two of them, they will see one of them. However, this should not cause YouTube to lose monetization, quite the contrary, since logic suggests that it may charge more for this long ad than for two short ones. In any case, they did not offer any details on this, nor on the economic impact it will have on the creator.
Although there is no doubt that the most relevant aspect of the advertisements, which is worth redundancy, is that now the ad will be seen even when the videos are paused. It will be in a format like the one we see in the previous image, leaving the video content on the left side and leaving the side free for the advertiser.
There will also appear a QR code which if scanned will provide more information to the consumer. It also shows a button with which to go back which probably serves to return to the usual pause screen that we already know, although this should not prevent that in the following video pauses this or other advertisements continue to appear appear in the same format.
The move from two 15-second ads to one 30-second ad is expected to apply to YouTube on any platform, while advertising during breaks will only apply to TVs. It is expected that these changes will begin to emerge in the coming months.although from YouTube they have not confirmed the dates and whether the changes will take place globally or be staggered starting with the United States.
And the YouTube Brandcast 2023 we were also talking about the integration of artificial intelligence for advertisements. They didn’t provide too many details, although they used as an example the use of Google’s AI to make the appropriate cuts for each playback format, as well as to generate a system that allows advertisers to better understand how consumers interact.
Through | 9to5Google
Cover image | Wikimedia Commons | Smart Mockups
In Xataka Android | I’ve been testing new YouTube features for years before anyone else: that’s how I do it