To provide a better advertising experience for its users, Google announced last week that by 2018 it will stop supporting 30-second unskippable ads on YouTube and will instead focus on shorter formats.

Such an approach makes absolute sense for YouTube and shows a proactive response to users’ ad preferences. If we take a look at the top reasons why Ad-Blocker Users deploy these tools, they’re most likely to be doing so out of frustration – believing that ads are annoying, take up too much screen space or simply get in the way. Above all, though, particularly relevant here is that a third say they don’t like seeing video ads before watching video content.

Our data has long shown that consumer experience needs to be prioritized over the number of ads served if there’s going to be any major shifts in consumer attitude. Refocusing towards shorter and less intrusive ads is therefore likely to be a step in the right direction.

For more on ad-blocking, check out our ‘Rise of the Ad-blocker’ Infographic.

Pre-Roll Ads Motivate 1 in 3 Blockers to Stop AdsExplore data in PRO Platform


Written by

Katie is a Strategic Insights Manager at GWI. Moving to the company 4 years ago, Katie heads up the Strategic Insights team, overseeing the production of bespoke assets for clients. Katie also writes on GWI's blog, with a particular interest in social media and marketing.

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