Exploring YouTube's Revamped Ad Placement Controls and New CTV Ad Formats

Charlotte Whitmore


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The world of YouTube content creation is set for a transformative change as the platform laps up new updates to its ad control options. The change is expected to come into effect later this year, a move that many believe will turbocharge viewing experiences on larger screens. 

Navigating through these new updates, content creators will encounter a simplified process in turning on ads in YouTube Studio come November. This change is bound to influence ad placements within their clips. YouTube promises to take the lead in determining the most suitable ad formats, doing away with individual ad controls for pre-roll, post-roll, skippable, and non-skippable ads on newly uploaded videos. This means the platform's system will feed viewers with relevant ads sourced from its extensive audience-matching data.

Detailed controls haven't disappeared completely, though. Creators will still wield the power to determine placements of mid-roll ads and make the critical decision on whether these ads should make an appearance at all. Interestingly, most creators should not feel the jolt of these changes, as the lion's share of videos on YouTube already exploit the array of ad options on offer. However, creators who prefer tweaking their ad formats manually might need to brace for a period of adaptation as they will lose this ability.

This simpler approach from YouTube shouldn't be seen as a setback. Instead, the streamlined approach is set to promote more effective ad placements, depending on viewer engagement levels. On the gripping saga of mid-roll ads and their supposed disruption of content flow, the choice remains clear – include them or drop them. The relative placement of such ads, nonetheless, remains within your control. 

These changes are prompted by YouTube's recent findings - creators who embraced multiple ad formats, including non-skippable ads, enjoyed over 5% increase in YouTube ad revenue. Moreover, the changes resulted in less than 1% decrease in watch time. This is clear evidence that bundling the assorted ad formats reaps economic advantage with minimal disruption to viewer engagement. Advanced mid-roll ads for live streams will receive preferential showtime when the system provides the green light, with a minute countdown timer flashing before their appearance.

As YouTube continues to unravel its new offerings, creators will be greeted with a 'Delay Ads' button. This feature allows streamers to postpone mid-roll and live display ads for up to 10 minutes. Such flexibility is particularly useful for streamers who don't want critical moments in their streams severed by ad interference. The update doesn't stop there; streamers will also be allowed to input a mid-roll ad whenever they deem fit manually.

As we conclude, it's worth noting that YouTube is not stopping at these updates. The platform plans to retool control options for mid-roll ads in long-form content. Future adjustments will allow creators to decide when mid-roll ads should pop up in their long videos. They can choose from automated ad breaks recommended by YouTube or their own manual ad breaks. A third option promises an increase in mid-roll earnings by merging the two choices. 

In essence, these changes represent a new dawn for YouTube creators. With more control and flexibility, creators have the tools to boost their revenue and engagement levels. As the industry keeps evolving, one thing remains certain: YouTube continues to redefine the content creation landscape.


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