YouTube announces a major evolution of its advertising strategy, aimed at reducing untimely interruptions when watching videos. Finally, some good news for users who found some ads too intrusive, to the point of making them leave the videos.
À Starting May 12, the platform will reduce the number of mid-roll ads deemed too intrusive, particularly those that interrupt a sentence or action sequence. This initiative is accompanied by a redesign of the placement of ads, which will now be favored during "natural pauses" in videos, such as transitions or moments of silence. YouTube will also apply this logic to older videos, automatically inserting ad slots at times deemed appropriate.
For content creators, this development represents both both a challenge and an opportunity. YouTube is giving them the option to maintain manual control over ad placement, while encouraging them to adopt a blended approach, combining manual and automated placements. According to the platform, this method could increase ad revenue by an average of 5%.
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A balance between profitability and user experience
YouTube is implementing several tools to support creators in this transition. A new feedback tool in YouTube Studio will assess whether manually selected ad placements are considered intrusive. However, the platform warns that videos with ads deemed too intrusive could see their revenue decrease after May 12.
With such a change, Google is trying to optimize the viewing experience while maximizing ad revenue. YouTube hopes to reduce the abandonment rate of videos due to ad interruptions, while offering advertisers more effective placements. However, it remains to be seen whether see if this will be a winning strategy for the company.
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For viewers, these changes promise a smoother and more enjoyable viewing experience. For creators, the challenge will be to find the right balance between monetizing their content and respecting the engagement of their audience.
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