YouTube is Getting Rid of Unskippable 30 Second Ads


Forum Staff
Jan 7, 2016
YouTube announced that it's going to phase out the unskippable 30 second ads by 2018.

A YouTube spokesperson confirmed today that "We're committed to providing a better ads experience for users online. 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".

More than 50 percent of YouTube's video views comes from mobile devices, and they referenced mobile viewing as its primary reason for introducing its six second bumper ads last year.

Video ads product manager Zach Lupei stated that "Bumper ads are ideal for driving incremental reach and frequency, especially on mobile, where ‘snackable videos’ perform well".