YouTube is shaking up its advertising game on smart TVs, Apple TV, and gaming consoles, going for a viewing experience that mimics that of traditional television. Instead of peppering viewers with frequent but short ad breaks, YouTube is testing fewer, longer breaks on these platforms, often referred to as connected TV or CTV experiences.
The ad breaks are supposed to give ample time to the viewers to catch up in between content
The pivot stems from some intriguing viewer behaviors and preferences. YouTube found that the average U.S. CTV viewer is committed to their content for at least 21 minutes—about the duration of a typical sitcom. Research also suggests that a substantial 79% of viewers would rather endure a long, one-time ad break than have their video interrupted multiple times.
This “fewer but longer” ad strategy appears to be inspired by UK television’s approach to advertising, which often leaves viewers with ample time to fetch a cup of tea. In contrast, American TV shows like “Grey’s Anatomy” are infamous for short, frequent interruptions that make you wish you had that pause button.
While YouTube has not fully detailed how it intends to implement this, questions abound. Will a four-minute break replace four one-minute breaks? And crucially, will the total ad time per hour increase?
It’s clear YouTube is rethinking how ads fit into our binge-watching sessions, aiming to minimize disruptions and elevate our CTV experiences. Whether this will prove to be a win-win situation for both advertisers and viewers remains to be seen. But one thing is certain: YouTube is open to aligning its digital platform with tried-and-true TV traditions in a bid to keep us hooked for longer periods.
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(Via)
