Google has announced plans to stop one the most annoying features on YouTube – those 30 second unskippable ads you are forced to watch before a video.
On Friday, the search engine said it will phase out the 30 second preroll ads by the end of 2018.
“We’re committed to providing a better ads experience for users online. As part of that, we’ve decided to stop supporting 30-second unskippable ads as of 2018 and focus instead on formats that work well for both users and advertisers,” Google said.
The move is likely to be met with delight by YouTube users.
However, there’s a catch.
While Google will be doing away with the 30 second ads, it has said it will continue to show shorter pre roll ads that users can not skip.
The shorter ads are said to include 20 second clips, as well as more of the 6 second ad format YouTube introduced last year.
It is not known exactly when in 2018 the 30 second ads will be discontinued.
The move to kill off the 30 second preroll ad format will likely have been influenced by the growing popularity of watching video from smartphones.
More than half of video views on YouTube now come from mobile devices and the Google has referenced previously the importance of showing shorter video ads to users on mobile.
Those who want a completely ad free YouTube experience can opt for a subscription to YouTube Red, which cuts out ads completely and offers access to exclusive shows and other video content. However, the service is only currently available in the US, Australia, New Zealand, Korea and Mexico.
Source: The Verge