Google has officially launched a new 30-second non-skippable advertising format on YouTube, designed specifically for connected TVs (CTV).
The format, called VRC Non-skip ads, began rolling out on March 2, allowing advertisers to publish 30-second ads that viewers cannot skip when watching YouTube on televisions.
Built for the big screen
According to Google, the new format is optimised for the largest screen in the home as YouTube viewership on TVs continues to grow.
“Non-skips are optimised for CTV delivery and ensure your message is delivered in its entirety,” the company said in its description of the format. Unlike traditional YouTube ads that viewers can often skip after a few seconds, these ads ensure that the entire 30-second message is delivered when viewed on TV devices.
AI dynamically adjusts ad formats
Google says its AI systems will automatically optimise the ad format depending on the device and viewing context.
For example On connected TVs, viewers may see the full 30-second non-skippable ad whereas on other devices such as phones or laptops, the system may switch to 6-second bumper ads or 15-second ads
This AI-driven approach allows campaigns to mix multiple ad formats automatically rather than forcing advertisers to choose one format manually.
Google says the optimisation aims to increase reach and efficiency while ensuring ads appear in formats best suited to the device being used.
A long-planned launch
Although the format is launching widely now, Google has been testing the feature for several months. The company first revealed plans for the format back in 2023. While the rollout has begun, widespread adoption may take time as advertisers gradually incorporate the format into their campaigns.
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