Video service YouTube announced that the smart TV app will have a 30-second non-disableable ad before the start of the video. Also, the platform is going to show commercials when you click on the pause.
According to Variety, the 30-second ad was borrowed by YouTube from American cable channels and television. It will replace two 15-second videos that were also shown before the video was shown. The new ads will be applied to the top 5% of most viewed and engaging videos. Initially, this format will appear in the US.
Pause ads on YouTube can be accompanied by QR codes to interact with brands. In December 2018, this ad format already appeared on Hulu. YouTube also announced that the number of YouTube users on smart TVs in the United States has grown to 150 million people, and a younger audience is using YouTube to centralize content flow – where they watch sports events, blogger videos, and movies.
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