In an effort to broaden the audience for its ads, YouTube has announced plans to offer 30-second, non-skippable advertising on its smart TV application. This announcement was made at the recent YouTube Brandcast event, and it states that users of YouTube's smart TV app will have to watch whole 30-second adverts without the option to skip them unless they are YouTube Premium subscribers.

A single, seamless 30-second ad will replace two successive 15-second spots as part of YouTube's new ad format plan. Advertisers will be able to schedule their 30-second commercials on YouTube Select, a platform that aims to reach 5% of the site's featured content. According to the platform, TVs are the source of 70% of YouTube Select impressions.

YouTube stated its desire to begin testing advertising that are shown when a user pauses a video on a smart TV, emulating Hulu's "pause experiences" function. When you choose the "dismiss" button, these banner-style YouTube advertising that appear to surround the video will be removed. Before, it was unknown when these adjustments to YouTube's smart TV ad policy would be made public.

To sum up, YouTube wants to increase the effectiveness and reach of its ads on smart TVs. Expect more non-skippable advertising, viewers. This decision might increase YouTube's and advertisers' revenue. Furthermore, viewers' reactions to this increase in ad viewing duration are yet to be determined. Recall that choosing YouTube Premium can give an ad-free viewing experience, providing an option for individuals who are less excited about these impending changes.