YouTube to offer unskippable 30-second ads on connected TV

Non-skippable ads are coming to YouTube Select on connected TV. This means that viewers will see one 30-second ad instead of two consecutive 15-second ads. It remains to be seen whether a non-skippable 30-second format provides a good advertising ROI. YouTube Select is now landing over 70% of impressions on the TV screen, so we’re making it easier for you to use existing assets in front of the most-streamed content.”YouTube Select is the top 5% of the most-viewed and most-engaging content. This experimental feature will allow viewers to pause videos, to potentially help drive awareness or an action – perhaps via a QR code.