Using YouTube Ads For Connected TV and Mobile Device Viewing 

In our recent Monthly Update, we mentioned the introduction of unskippable 30 second ads on YouTube.  Here we dive deeper into longer and shorter content and ad formats on YouTube.

Non-Skippable 30 Second YouTube Ads on Connected TV

30” length ads allow YouTube to provide a viewing experience that more closely matches the conventions of digital and terrestrial TV advertising, when viewed on the home CTV.

The reintroduction of 30” non-skippable ads caters to the growing trend of viewers watching YouTube on Connected TV (CTV) screens at home, delivering a viewing experience like traditional TV. This makes up 70% of YouTube ad impressions on CTV (Source: Google). Over a third of YouTube is viewed at home on a CTV set in the UK. With 34% of YouTube viewing among adults and 45% among children being on a TV screen (Source: BBC Research Data).

The return of non-skippable 30” ads on YouTube is great news for advertisers, as it not only offers improved access to a more engaged audience, but also an opportunity to serve high-impact narrative-driven and longer format creative on the big screen. Which is more likely to improve ad Attention, Viewability, Memorability and Influence. 

With tighter targeting by audience interest, guaranteed viewership, and the premium nature of the ad environment, non-skippable ads on YouTube are likely to command higher prices. Which advertisers should be mindful of, while the option does provide a useful addition to the media tool kit.

The reintroduction of non-skippable ads should not compromise the viewing experience, as viewers will see one 30” ad instead of two 15” videos. In addition, the viewing population is already used to consuming advertising in this manner, through traditional television viewership and the increasing presence of advertising within other on-demand streaming channels.

This allows brands to place longer ads alongside much of the most sought-after content generated by both small fan-base niche vloggers as well as Influencers with multi-million viewer audiences. In both cases, their respective audiences share a real passion for the social content they seek out. 

YouTube Content Has Been Getting Longer and Shorter In Recent Years

The trend for many years was for the average length of content videos on YouTube to grow annually. But content length varies significantly by category, with topics such as Gaming reporting average video length over 24 minutes and Music under 7 minutes (Source: Statista).

Increasing competition for Attention led YouTube to promote shorter engagement lengths to their vlogger community. Both in terms of the guidance given, such as the reporting dashboard for vlog creators, which highlights how viewers are fast forwarding through sections of content or skipping chapters that aren’t as interesting to viewers.  As well as YouTube staff, such as Rene Ritchie, promoting the idea that “Each video only needs to be as long as it needs to be, avoiding filler.”

In 2020 YouTube Shorts were introduced as short-form content that competes against social channels such as TikTok. This short-form content is commonly associated with handheld device viewing behaviour, rather than CTV. With ad lengths commonly being shorter. Such as 6 or 15 second ads alongside content viewed primarily on mobile devices. But ads of up to 60" format are possible.

While YouTube creators have sometimes commented that they struggle to monetise short-form content on YouTube. A lot of the short-form content on YouTube is simply clip excerpts taken from long-form content already posted on YouTube channels by vloggers. YouTube Shorts commonly provide concentrated soundbite highlights, isolating the most impactful moments taken from longer content.  

Use Shorter Ad Formats To Accompany Shorter Viewing Experiences, Which Is Better On Mobile

YouTube Shorts viewing is often incremental, rather than replacing the viewing of longer content on YouTube. YouTube Shorts content is typically more of highlights taken from longer form content on established YouTube channels, than a replacement for original content generated for TikTok or Instagram Reels.  

We recommend placing shorter length ads than technically possible among YouTube Shorts content. A 30” or 60” ad can seem onerous to the audience, in the context of your brand appearing within a mix of rapidly scrolled-through clips. Short video content is most commonly viewed on mobile devices, where viewer attention spans and patience are lower and shorter ad lengths are less disruptive.

Want To Find Out More?

Fifty Technology discovers actionable target audience insights and optimises media planning and campaign performance, based on your brand’s objectives, as well as the passions and viewing behaviours of your target audience.

To find out more about how we may help you reach and influence your brand's optimal target audience in relevant media moments, book a demo here or drop us a line at [email protected].