Agency News
Why advertising agencies can no longer afford single-sector dependence
YouTube revamps mid-roll ads to enhance viewer experience and boost creator revenue
YouTube believes that reducing interruptive ads will not only keep viewers engaged for longer but also increase the overall mid-roll revenue opportunity for creators.
The new plan allows users to watch most videos ad-free across various content categories like gaming, cooking, comedy, and education, but excludes music videos, Shorts, and background play.
YouTube is making significant changes to its mid-roll ad placements to enhance user experience. Starting May 12, the platform will reduce the number of ads that appear during disruptive moments, such as mid-sentence or action sequences, and instead place them at more natural break points like pauses and transitions.
The Google-owned platform will also update older videos uploaded before February 24, automatically adjusting ad placements to align with this new approach.
Creators who prefer manual control over their mid-roll ads can opt out through YouTube Studio, though YouTube warns that videos with interruptive ads may experience a decline in ad revenue after that update.
Additionally, YouTube is introducing a new feature to help creators identify whether their manually placed mid-roll ads could be better positioned for a smoother viewing experience.
The company is also encouraging creators to consider allowing its automated system to determine optimal ad placements.
According to YouTube, creators who use a combination of automated and manual mid-roll ads have seen an average revenue increase of over 5% compared to those who manually place all their mid-roll ads.
The Grand Irony: Agencies That Built Brands, Forgot to Build For Themselves
Despite being the original architects of global brands, advertising holding companies are collapsing in market value because they still sell human hours while the world now rewards scalable, self-learning systems.