Google-owned YouTube has stopped playing the lengthy unskippable ads for free users on the platform. The video streaming platform has concluded an experiment that had as many as 10 unskippable ads in one break, the media has reported.
However, YouTube’s test featuring unskippable lengthy ads drew a lot of flak from users that led to them complaining on social media platforms, Twitter and Reddit due to which YouTube finally stopped the experiment. A spokesperson from YouTube said that the company’s experiments with bumper ads has now ‘concluded’, according to a report in 9to5Google.
“At YouTube, we’re focused on helping brands connect with audiences around the world, and we’re always testing new ways to surface ads that enhance the viewer experience. We ran a small experiment globally that served multiple ads in an ad pod when viewers watched longer videos on connected TVs. The goal is to build a better experience for viewers by reducing ad breaks. We have concluded this small experiment,” the report added.
After getting complaints and drawing criticism from users worldwide, Google-owned YouTube reportedly said that the unskippable ads would not be applicable to all videos and that the ads would not be that lengthy.
Meanwhile, a recent report said that YouTube is going to make its short-form video app Shorts part of its partner programme that will help millions of creators get a share of the ad money generated in Shorts. YouTube is also making it easier for creators, who don’t qualify for the partner programme, make money via tips, subscriptions and merchandise sales, reports The Verge.
The aim is to offer better monetisation options than its Chinese rival TikTok and bring more creators back on Shorts. To date, YouTube has monetised Shorts via creator funds, shopping and tips. YouTube last year announced a $100 million fund to begin paying creators who use Shorts.