Google-owned YouTube to introduce 30-second non-skip ads to TVs: Report

Google-owned YouTube has announced that it will introduce 30-second non-skip ads on connected TVs (CTVs), replacing the two 15-second consecutive ads.

“We’re bringing 30-second non-skips to YouTube Select on CTV,” YouTube said in a blogpost on Thursday.

The company said that running longer-form creative on the big screen aligns with advertisers’ objectives, and allows for richer storytelling.