Watching YouTube on your TV is about to get more frustrating if you’re not paying to avoid ads. As announced at the YouTube Brandcast event on Wednesday, YouTube will soon add 30-second unskippable ads to top-performing content watched on connected TVs.
YouTube says viewers will see a single 30-second ad instead of two consecutive 15-second ads, though that doesn’t mean that those shorter ads will be disappearing entirely. 30-second ads will be available to advertisers via YouTube Select, a curated advertising platform that targets the top five percent of YouTube content. YouTube claims 70 percent of YouTube Select impressions come from TVs, making it the ideal platform for longer ads.