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YouTube has announced that they are going to start testing two ads before videos in an effort to make the experience better on YouTube for viewers, and more valuable for advertisers. YouTube are calling this ‘ad pods’; two ads which are stacked back-to-back where viewers will be able to have the option of being able to skip if the content isn’t right for them.

Why is YouTube introducing ad pod testing?

Credit: Google Ads Announcements, 2018

According to YouTube, viewers are quite sensitive to the frequency of ad breaks. I don’t know about you, but I get really annoyed when I’m watching a lengthy YouTube video and multiple number of ads are placed throughout the video. YouTube say that through their studies, they actually see better engagement with ads when there are fewer interruptions. This is why they are testing ad pods through YouTube.

As an added bonus for viewers, if you get back-to-back ads at the start of your video then you are less likely to see ads later on in the video. This new experience will be launched on Desktop, followed by Mobile and TV early next year to allow advertisers to connect with the audiences that matter. 

What does this mean for you?

Obviously this is still in the test phase so you are unlikely to see any dramatic shifts in your performance metrics. However this change can only be a good thing. If you have more engaged viewers then your advertising can drive better results. 

Dan Roberts
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Dan Roberts

Founder & Author at PPC hubbub
Dan has worked in agencies for over 5 years and was awarded Rising Star at The Drum Search Awards for the work delivered for his clients and wider industry. Dan founded PPC hubbub after becoming frustrated with the lack of actionable insight from blogs.

LinkedIn - https://uk.linkedin.com/in/siondanielroberts
Dan Roberts
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