YouTube will change the way ads are presented during videos. This was reported on the company's official blog.

Information about the changes in the advertising format was published on the official Youtube blog. According to the company's plans, now an advertising video will pop up twice at the beginning of the video, and not once at the beginning and once in the middle, as it was before. The decision to change the format was made due to the study of user activity, which showed that because of the huge amount of advertising, most people don't watch the video until the end. 

"We've learned that interrupting viewers less often with ads correlates to better user metrics. "


According to the statement of Youtube, commercials can be skipped. First, the new ad presentation will appear in Youtube's desktop experience, and only after that - in mobile applications. According to the calculations of the company's researchers, the new development will help to reduce by 40% the number of advertising breaks while watching the video. Early experiment results also show an 8-11 percent increase in unique reach and a 5-10 percent increase in frequency for advertisers, with no impact to Brand Lift metrics. So it's a win-win situation for everyone. 

Testing of the new advertising policy has already begun.