In response to current trends and feedback [probably], Google is changing ways videos are being shown during videos. From observation, the company said it has noted that viewers are becoming increasingly comfortable watching longer videos. According to a blog post, the video-streaming website says it has observed that interrupting viewers less often with ads leads to better user metrics. The new test being conducted by Google, will enable it show viewers two skippable ads back-to-back before or at the beginning of a video.
Product Manager, Video Ads Khushbu Rathi explained in a blog post why YouTube is changing the way ads are being presented to viewers. Rathi said:
“Why does this solution make sense? Because when users see two ads in a break, they’re less likely to be interrupted by ads later. In fact, those users will experience up to 40 percent fewer interruptions by ads in the session.1 Early experiment results also show an 8-11 percent increase in unique reach and a 5-10 percent increase in frequency for advertisers, with no impact to Brand Lift metrics.”
The video behemoth said it has observed from recent experience that in addition to factors such as length of ads, viewers are quite sensitive to how often ad breaks are allowed, especially during longer viewing sessions. From the same research, Google also learned that fewer interruptions help to improve user metrics, “including less abandonment of content and higher rates of ad viewing.”
Since users are now spending more and more of their time online watching videos on YouTube, the company last August rolled a couple of new tools to help people control their viewing habits.
When you open your account menu, you will see an updated profile showing the amount of time you have spent watching video for that day. You can also view the stats for the amount of time you have spent watching videos the previous day, and in the previous week as well.
In a statement via its official blog, YouTube said: “Our goal is to provide a better understanding of time spent on YouTube, so you can make informed decisions about how you want YouTube to best fit into your life.”
Once you know how much time you are spending using the app, you might want to take a break; but first you have to set a limit. It is like having a big brother watch over you and making sure you take a short nap to help get you back on track. You can set a limit, which will now be used to send you friendly reminder when you are due for a break.
The feature rolled out to all users since August, and could help curb addition since it gives you control over time spent while watching videos on the platform.