Those 30-second unskippable ads that everyone hates are going away.
“We’re committed to providing a better ads experience for users online,” a Google spokesperson told Campaign (which was later verified by The Verge). “As part of that, we’ve decided to stop supporting 30-second unskippable ads in 2018 and focus instead on formats that work well for both users and advertisers.”
Other formats, including 15- to 20-second unskippable and 6-second “Bumper” ads will continue, along with 5-second skippable ads.
Google is facing increased competition from Facebook, and is taking steps to ensure both viewers and advertisers are satisfied. By giving advertisers more than 10 months notice, ad agencies and marketing teams have plenty of time to adjust strategy.
The change won’t happen until 2018, though, so there’s still plenty of time to enjoy the always captivating long ads.