The user experience of YouTube on smart TV is about to change: the platform has decided to change the way in which the advertising interrupt the use of the videos, opting for fewer but longer pauses.
YouTube: fewer advertisements on Smart TVs, but longer ones
According to a survey conducted by YouTube in August 2022il 79% of users prefer advertisements to be grouped together rather than distributed throughout the content. Or at least, as far as TV screens are concerned. A solution more similar to what is seen on “traditional” TV, as DDay rightly points out.
“Based on this preference, we decided to reduce advertising breaks and make them longer to offer a more enjoyable experience. fluid on the big screen“, has explained Romana Pawardirector of product management at YouTube Ads. He further added that, during a test, users were able to watch 29% more content before the next commercial break.
Not the only difference for smart TV advertising. Previously, a countdown for was shown each advertisementbut now, at the bottom right, a single appears countdown the entire break, even if made up of multiple adverts. YouTube explained this choice is oriented to user preferences themselves.
“Our research also shows that most viewers prefer it know the total time left of the commercial break rather than the number of ads that are shown,” Pawar added.
Additionally, the ads will also arrive in the Shortthe short videos also introduced on TV in 2022. These changes made by YouTube are aimed at improving user experience while making ads more effective.