MM events

YouTube trials back-to-back ads for fewer interruptions

Tyrone Stewart

YouTube ad podsYouTube has begun serving users a pair of back-to-back ads at the beginning of videos, as opposed to just the one, in order to allow people to watch longer videos without any interruptions.

Previously, people watching longer videos would have to experience both a pre-roll ad and a mid-roll ad. Now, with the introduction of what the Google-owned video platform is calling ‘ad pods’, both ads will be shown together at the start of the video, so nothing distracts from the user from whatever they are enjoying.

“Our recent user experience research suggests that in addition to factors such as the length of ads, viewers are quite sensitive to the frequency of ad breaks, especially during longer viewing sessions,” said Khushbu Rathi, product manager for video ads at YouTube, in a blog post.

“Through this research, we also learned that fewer interruptions is correlated with better user metrics, including less abandonment of content and higher rates of ad viewing. To respond to this, we will begin testing ad pods–two ads stacked back to back, where viewers have the option to skip directly to the content if it’s not the right ad for them.”

As someone who’s already had the pleasure of having ad pods tested on them, it definitely creates a more comfortable experience – especially seeing as the ads, most of the time, are both skippable. Of course, though, I don’t skip ads… Ads are wonderful.