YouTube will stop serving unskippable 30-second ads to users in 2018, Google announced on Friday.
“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,” said a Google spokesman to Campaign.
YouTube will instead push its other unskippable ad offers. They include the 6-second ad format it launched in April and the 20-second format.
Consumers do not like 30-second unskippable ads, especially when they have a small data mobile plan. More than half of the video views of the Google video subsidiary come from mobile users.
“I’m reading this as a signal that YouTube is very worried about Facebook”, said Callum McCahon, strategy director for Born Social.