YouTube is doing their part to save its users a lot of time come 2018. A Google spokesman announced the platform is doing away with their traditional 30-second non-skippable video advertisements. “We’re committed to providing a better ad experience for users online. As part of that, we’ve decided to stop supporting 30-second un-skippable ads as of 2018 and focus instead on formats that work well for both users and advertisers,” said a Google rep.
Google’s advertising strategy will get a complete overhaul with a focus on shorter ads that are more interactive with consumers to combat the short attention span of the millennial generation. This does not mean the video streaming service will totally banish un-skippable ads all together. According to The Verge, “you’ll likely see more of the six-second ‘bumper ads,‘ rather than ones that you can move past after five seconds.”