YouTube Unveils New TV Ad Formats at Brandcast
During its annual Brandcast event, the company announced plans to roll out a fresh advertising format for smart TVs. The upcoming feature consists of 30-second non-skippable video ads, designed to replace the current approach that pairs two 15-second clips in sequence. These longer commercials will run on televisions that host the YouTube app, bringing the platform’s advertising experience to larger screens in living rooms and other spaces where smart TVs are common.
For viewers who prefer not to watch ads, a paid YouTube Premium subscription will continue to be available as an option. The Premium tier removes advertisements across supported devices, offering an uninterrupted viewing experience for those who choose to subscribe.
In addition to the new video format, YouTube plans to integrate banner ads into the pause screen. These banners will appear while content is paused and can be dismissed by selecting a reject option. As with the video format, the company has not announced a specific launch date for either feature, leaving users and advertisers waiting for a formal timetable.
Past coverage from various outlets has noted shifts in how app stores and search bars handle advertisements on different platforms. As this evolution unfolds, advertisers will be watching closely to see how the new formats impact user engagement and overall viewing behavior across smart TVs and connected devices.