YouTube ditches unskippable 30-second ads – BBC

Many YouTube videos are preceded by adsYouTube is to scrap "unskippable" 30-second advertisements on the video-streaming service, from 2018.Google confirmed the plan to the BBC's Newsround programme, saying it wanted to focus on "formats that work well for both users and advertisers".Long unskippable adverts are seen as a nuisance by many viewers, and Google has introduced shorter formats.One media agency said the move reflected the difference between online video and linear television services."The 30-second ad is a legacy from TV times," said Will Smyth, head of media at the Agenda21 agency."It's a standard TV unit which has been put online, but it's not the most effective way to advertise."This will encourage advertisers to be more creative about the way they use the platform."Many other websites, including the BBC's international offer, feature unskippable 30-second ads on video content."Demand from advertisers for video content is high, but there's a shortage of quality content," said Mr Smyth."It's good business for everyone to focus on 'skippables' – people aren't forced to sit through ads, and advertisers don't need to pay if their ad is skipped."YouTube to end 30-second unskippable adsWatch our pick of standout clips from across the BBCRussell Brand found guilty of rape and sexual assaultWatch: Met Police release Brand interview footageMajor tech stocks plunge as US midterms add to fears of AI slowdownWould you take a test to see if your life will be cut short? I did – and it changed meThe NHS is relying more on charities – and that might be creating problems for patientsWhy a US-funded vaccine trial on babies was cancelled in Guinea-BissauAirbnb host felt 'violated' after house trashedThree ways the interest rate rise could affect youPope Leo hosts Bob Dylan at official residence in Rome Knitalian: Artist uses yarn to create Italian deliChris Mason: The US elections will change Trump – how will Burnham react?US Politics Unspun: Cut through the noise with Anthony Zurcher's newsletterTrending now: This City Is OursHow could going to bed an hour earlier help your health?The story behind Britain's love of currySam Mullins takes you inside the world of a devious scammerCalifornia governor commutes sentences for state's 548 death row inmatesRussell Brand found guilty of rape and sexual assaultMajor tech stocks plunge as US midterms add to fears of AI slowdownPolice car set alight in Glasgow amid Bonfire Night troubleKing relishes 'politically charged' deployments, Palace aide saysUK doctor infected with Ebola being treated at London hospitalThe Russell Brand I saw in court was not the flamboyant character most people will knowHenry Nowak killer has sentence increased to 25 yearsWould you take a test to see if your life will be cut short? I did – and it changed meInterest rates hiked to 4% in first increase in over three yearsCopyright © 2026 BBC. The BBC is not responsible for the content of external sites. Read about our approach to external linking.source