By Prerna Bhandari
Seems like youtube has finally listened to the unspoken woes of its viewers. And like an understanding friend come out with a feasible solution!
In what hears like magic to the ears, youtube will kill unskippable 30-second ads next year!
Google has announced that in 2018, it will end non-skippable 30 second ads that appear before and in the middle of long Youtube videos. This decision comes in lieu of company’s decision to focus on commercial formats that are more engaging for both advertisers and viewers.
In a smart move to play with viewer’s psychology, Google has decided to replace the 30-second unskippable videos with shorter 6 second bumper videos. It might be a clear case of showing advertisements in parts versus a whole, but due credits need to be given to Google.
Errr, but what are Bumper Ads?
A break-bumper or a bumper ad is a brief announcement. It usually lasts 2 to 15 seconds in length and contains a voice over placed between a pause in the program and its commercial break. They are used for times when people are either too excited or too bored.
If you think shorter time hinders impact, bumpers can prove them wrong. They are very effective in ad recalls and awareness campaigns.
While this is good news, viewers do not get to escape from the brunt of advertising and commercials absolutely! The 15-20 second ad formats of youtube will still make its way to remind you of the need of veet for fairer legs or the dangers or not using dettol for 100% protection.
This move will not leave all stakeholders with a sigh of relief. While some will rejoice the uninterrupted flow of their favourite song, others might sob due to reduced sales.
Here is a peak into the effect of this prospective move on different parties involved:
Viewers
Who will not welcome a decision of less interrupted videos and shorter alternatives. A Diljit fan who is biting his nails to watch the trailer for ‘Philauri’ will surely understand the worth of some extra seconds cut off the ads.
Companies
The degree of invasion of social media in our lives will always remain an underestimation. And surely companies cannot afford to forgo this platform to advertise their products. With shorter adds, companies are prone to undergo losses.
Youtube videos provide them one of the biggest opportunities of an involuntary visual coverage. Whether viewers ask for it or not, advertisements are an uncalled treat to their eyes. The end of 30 second unskippable ads will be a huge blow for the commercial products.
Advertisers
While the transition phase of ad formats occur, advertising agencies will have to challenge their creativity and flexibility. They will need to put their ‘thinking caps’ while ideating bumper ads.
Youtube’s decision comes as a pleasant surprise for all viewers.
While I wait to see how the division of the duration of my video is split among ad formats, it will take long before we experience any kind of relief or indifference to such a move!
Picture Credits: Google Images
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