YouTube mimics the days of TV as it tests two ads back-to-back

YouTube has revealed that it will be testing ad pods, which are two ads stacked back-to-back, with the option to skip directly to the content. This comes following an user experience research that shows that other than length of ads, viewers are "sensitive" to the frequency of ad breaks, especially during longer viewing sessions. The team at YouTube explained that lesser abandonment of content and higher rates of ad viewing can be achieved by better use of metrics with fewer interruptions.

In a blog post, Khushbu Rathi, product manager of Video Ads said that users are less likely to be interrupted by ads in the later part of a video when exposed to two ads in a break. The research found that users will experience up to 40% fewer interruptions by ads in the session. In addition, an early experiment results showed an 8 to 11% increase in unique reach and a 5% to 10% increase in frequency for advertisers, with no impact to brand lift metrics.

The new feature will be launched on desktop this year, then followed by mobile and TV screens, as it aims to accommodate viewer preferences while continuing to help advertisers connect with the audiences.

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Most recently, a week after introducing ad extensions, YouTube tweaked its attribution criteria for TrueView for action video ads. This turns the attribution window for TrueView for action ads will be 10-seconds with a three-day default conversion window, as opposed to the initial default of 30-seconds with a 30-day conversion window.

It initially offered ad extensions in a bid to enhance video ads with additional information and call to action features. A such, brands will be able to add location and form extensions to TrueView in-stream ads to complete lower-funnel actions such as finding the next movie showtime, downloading an app or booking a trip.

Prior to that, YouTube invested an additional US$20 million into its YouTube Learning initiative which supports its creators focused on creating educational content. The move comes on the back of the initiative’s launch in July. Following the move, YouTube has also unveiled additional steps it will be taking, such as a new learning fund for videos covering topics such as career skills such as interviewing and resume building, to computer science, such as coding for game development and JavaScript basics.

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