Google Ads Update Tracker

Fewer ad breaks and more user engagement on YouTube-connected TVs

Introduced
Aug 14, 2024

Impact Rating
Low

Granular analysis and first look

On August 14th, 2024, YouTube announced a strategy to enhance viewer engagement on connected TVs by reducing ad interruptions. From a PPC perspective, this presents new opportunities for advertisers to reach their audience effectively.

Example skippable ad
When viewers press ‘next’, they advance forward to the next ad in the pod and the timer reduces. When the timer reaches 0, they can skip directly to content.

In-Depth Summary:

  • Viewer Preference: 79% of viewers prefer grouped video ads over frequent interruptions. This strategy helps maintain viewer engagement.
  • Ad Break Strategy: YouTube has implemented fewer, longer ad breaks for connected TV (CTV) viewers, especially during long-form content, resulting in 50% longer viewing sessions.
  • Ad Skipping: Viewers can skip ads after five seconds, or advance to the next ad in the pod. This maintains a balance between user choice and ad exposure.
  • No Advertiser Action Required: Advertisers benefit from these changes without needing to adjust their campaigns.
  • Continuous Improvement: YouTube is committed to optimizing the ad experience for both viewers and advertisers through ongoing testing.

Helpful links for this Google update

Official Google Announcement

Enhancing Performance with Advanced Audience Targeting in Programmatic Advertising

Granular Programatic

Learn more about past Google updates