Non-skippable ads are coming to YouTube Select on connected TV. This means that viewers will see one 30-second ad instead of two consecutive 15-second ads.

Why we care. YouTube was the most popular U.S. video streaming platform in April and watch time increased, according to Nielsen. It remains to be seen whether a non-skippable 30-second format provides a good advertising ROI.

What YouTube said. YouTube explained in a blog post:

“We know that running longer-form creative on the big screen aligns with your objectives, and allows for richer storytelling. YouTube Select is now landing over 70% of impressions on the TV screen, so we’re making it easier for you to use existing assets in front of the most-streamed content.”

YouTube Select is the top 5% of the most-viewed and most-engaging content.

U.S. first. YouTube’s new ad type will initially be available only in the U.S., with plans to expand availability internationally later this year.

Pause Ads. YouTube also announced it will be testing “Pause experiences” on CTV. This experimental feature will allow viewers to pause videos, to potentially help drive awareness or an action – perhaps via a QR code.

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About the author

Danny Goodwin has been Managing Editor of & Search Marketing Expo – SMX since 2022. He joined in 2022 as Senior Editor. In addition to reporting on the latest search marketing news, he manages’s SME (Subject Matter Expert) program. He also helps program U.S. SMX events. Goodwin has been editing and writing about the latest developments and trends in search and digital marketing since 2007. He previously was Executive Editor of Search Engine Journal (from 2017 to 2022), managing editor of Momentology (from 2014-2016) and editor of Search Engine Watch (from 2007 to 2014). He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.

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