In an announcement on Wednesday, YouTube revealed a new “ad pod” delivery experience that will show two skippable pre-roll or mid-roll ads — one right after the other.  These ad pods are currently being tested on desktop only, and will soon roll out on mobile and connected TVs.  This will create an ad experience that is similar to TV.

According to YouTube, its research has shown that fewer ad break interruptions correlate with better user metrics, such as lower rates of content abandonment and higher rates of ad viewings.  By bringing together ads into one “pod” in a video, rather than showing a pre-roll and mid-roll ad in a video.  In this test, the hopes is that YouTube will see viewers, especially the ones watching longer content, more likely to sit through the ads and stick with the content they’re watching.

Back in June, it was reported that YouTube began delivering more pre-roll and mid-roll ads. With this test, YouTube says advertisers are seeing greater reach and frequency when their ads are shown in pods.

More on YouTube ad pods:

  • Ad pods will not be delivered to every video, but instead surfaced based on the length of a video.
  • YouTube says viewers experienced up to 40 percent fewer interruptions when two ads were delivered in a single break versus being spread throughout a video.
  • “Early experiment results also show an 8 to 11 percent increase in unique reach and a 5 to 10 percent increase in frequency for advertisers with no impact to brand lift metrics,” the company said.

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