YouTube tests 30-second non-skippable ads in standard campaigns

/dans
What YouTube learned by analyzing over 8,000 top ads

Google Ads is testing 30-second non-skippable ads in regular YouTube campaigns. This format, until now, was reserved for premium placements via YouTube Reservation buys.

The details:

  • The 30-second non-skippables are being rolled out as a beta test.
  • They’re appearing alongside 15-second non-skippable ads and 6-second bumper ads, often bundled in combo formats.
  • Advertisers can target by keywords, audiences, and more, just like with existing in-stream formats.

Why we care. The addition of 30-second non-skippable ads means more control over message delivery, access to high-impact inventory without reservation deals, and a chance to fully capture viewer attention.

Advertiser favorite. Anthony Higman, founder and CEO of ADSQUIRE, said the 15-second non-skippable ads have long been a favourite of his due to their balance of brevity and impact. It forces viewers to watch, without being too intrusive. He thinks users will watch a 30-second ad, he wrote on LinkedIn:

Bottom line. If this beta goes wide, advertisers will have a powerful new tool. Viewers will need to get used to waiting longer for videos than they already do – or pay for YouTube Premium.