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YouTube kills 30-second unskippable ad offering

YouTube is set to remove unskippable 30-second ads from its platform in 2018.

Despite getting rid of longer-format unskippable advertising, the 15-second and 20-second formats will remain.

According to Campaign, the platform will promote its unskippable bumper format, a six-second ad option which was launched in April 2016, made to appear before Youtube videos that are viewed on smartphones and tablets.

It is understood the removal of the unskippable longer formats aims to provide a better advertising experience for online users.

In a statement from YouTube, a spokesperson said: “We’re committed to providing a better ads experience for users online. As part of that, we’ve decided to stop supporting 30-second unskippable ads as of 2018 and focus instead on formats that work well for both users and advertisers.”

The Google-owned brand’s announcement comes as it attempts to compete with other video platforms including Facebook.

The latest news comes just months after the PWC/IAB online advertising expenditure report revealed total spending for Q1 of the 2017 financial year role to $1.88b, a 20.3% increase from the same period the year before. 

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