Hot Take YouTube is changing the way it serves ads on TV apps


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Aug 17, 2014
Today Google has announced that it will be changing the way it serves adverts to viewers on connected TV applications such as those on smart TV's, in response to the growth in users watching long form content on these platforms.

Google mentions that it wishes to further develop the connected TV experience, primarily because watch time on the big screen continues to grow even in the face of mobile watch time leading the way significantly. Surveys conducted by Kantar, as well as the latest Nielsen Gauge Report, show that users are increasingly going to YouTube first for their entertainment.

The main change that viewers will see going forward is a redesigned ad view that makes it clearer how much time is left before the advert either ends, or is skippable manually by the user. The redesign moves away from a small grey box to a circular timer, which will be familiar to users of the Timer app on iOS specifically, and will begin rolling out soon.

YouTube advert on a smart TV

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