YouTube’s strongest growth in recent years has come from viewership on televisions, and the Google-owned platform is now looking for more ways to increase revenue from that audience.
One of those steps is the rollout of unskippable 30-second ads on TVs. The format is now available to advertisers worldwide.
YouTube said its AI system can dynamically optimize between 6-second bumper ads, 15-second standard ads, and 30-second connected TV-only non-skippable ads. The company said this is designed to help campaigns reach the right audience at the right time.
The move adds another monetization option as YouTube continues to build its presence on larger screens.
For viewers who want to avoid ads, YouTube continues to offer YouTube Premium. The company has also made Premium Lite more appealing recently by adding new features, giving users a lower-cost option if they do not want the full Premium plan.
