“Ad blockers are not allowed on YouTube.” That’s the message YouTube may show to some users who use ad blockers. It’s part of what appears to be a small experiment the platform is running.

Why we care. In theory, this could mean more views for YouTube Ads. The question is whether those users will be at all receptive to YouTube Ads – they may simply choose to abandon watching a video or, more drastically, ditch the entire platform.

Ad blockers are not allowed on YouTube. Here’s what the message looks like, as shared via Reddit:

It says:

  • It looks like you may be using an ad blocker.
  • Ads allow YouTube to stay free for billions of users worldwide.
  • You can go ad-free with YouTube Premium, and creators can still get paid from your subscription.

It then offers users two choices: Allow YouTube Ads or Try YouTube Premium.

How this message is triggered. This screen could appear whenever a user who has installed an ad blocker tries to view YouTube content.

Interesting timing? Google yesterday unveiled its new Search Generative Experience. It’s too early to know the impact SGE may have on your paid and organic search performance (not to mention Google’s ad business).

But video content and video ads may become more valuable for some brands that need visibility as a result of lost traffic or clicks in search. This would also mean YouTube wants to make sure its users are seeing as many ads as possible.

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About the author

Danny Goodwin has been Managing Editor of IXLCenter.io & Search Marketing Expo – SMX since 2022. He joined IXLCenter.io in 2022 as Senior Editor. In addition to reporting on the latest search marketing news, he manages IXLCenter.io’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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