YouTube is increasing the length of ad breaks on connected television (CTV) platforms to deliver longer, uninterrupted viewing sessions.
- The move follows successful testing which showed that 79% of viewers prefer grouped video ads over shorter, dispersed time slots.
Key points:
- YouTube is expanding longer ad breaks for connected TV (CTV) experiences.
- Goal: Provide longer uninterrupted blocks of viewing.
- The initial test increased uninterrupted viewing by 29%.
- The new format could extend viewing sessions by 50% before the next commercial break.
YouTube seeks to balance user experience with advertiser needs on CTV platforms, potentially reshaping how ads are delivered in streaming environments.
Why we care. Advertisers should monitor the impact of this on brand recall, click-through rates and overall campaign performance compared to traditional ad placements. Effectiveness metrics and viewer behavior data will be affected as this format is rolled out more widely.
By the numbers. According to Google/YouTube internal data:
- 79% of YouTube viewers prefer grouped video ads.
- CTV viewers can enjoy 50% longer ad-free sessions.
How it works:
- Ads grouped into longer blocks.
- Viewers can move on to the next ad after 5 seconds.
- Countdown timer displayed for ad units.
But. Questions remain about response rates to ads in longer blocks versus shorter in-stream promotions.
Between the lines. The countdown may encourage viewers to temporarily disengage, which could affect the effectiveness of the ad. User engagement patterns will be crucial metrics to monitor.
Bottom line. YouTube’s ad experiment aims to create a win-win situation for viewers and advertisers, but its success will depend on the balance between uninterrupted content and effective ad delivery.
New to Search Engine Land
About the author
Anu Adegbola was Paid Media Editor of Search Engine Land since 2024. It covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career began with
lead digital marketing campaigns (primarily, but not exclusively, paid search) by strategizing, maximizing ROI, automating repetitive processes, and improving the efficiency of every part of marketing departments through leadership inspiring on the agency side as well as on the client and marketing technology side.
Outside of Search Engine Land article editing, she is the founder of the PPC networking event – PPC Live and the host of weekly PPCChat Roundup podcast.
She is also an international speaker with some of the stages she has presented on SMX (USA), SMX (Munich), Friends of Search (Amsterdam), BrightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon. , PPC Chat Live, AdWorld Experience (Bologna) and more.