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As viewing increasingly shifts from personal devices to the living room screen, YouTube has introduced a new 30-second non-skippable ad format for audiences watching through connected televisions.
The format, called VRC non-skippable ads, began rolling out on March 2 and allows advertisers to run full 30-second ads that viewers cannot skip when accessing YouTube through smart TVs or other connected TV devices.
For marketers, the launch marks another step in YouTube’s effort to recreate the impact of traditional television advertising within a digital environment. Non-skippable in-stream ads have long been used by advertisers who want to ensure their entire message is delivered, appearing before, during, or after a video and requiring viewers to watch them in full.
With the introduction of the 30-second connected TV format, brands now have a larger creative window to deliver more complete brand narratives in an environment where viewers are typically watching longer-form content.
The new format sits alongside other non-skippable ad options supported through Google Ads. Bumper ads run for up to six seconds, while standard non-skippable ads typically range between seven and 15 seconds. The connected TV format extends the duration to between 16 and 30 seconds, allowing marketers to bring television-style storytelling to digital screens.
Advertisers can also combine multiple ad durations within a single campaign. A non-skippable mix allows brands to include six-second bumper ads, 15-second formats and 30-second connected TV creatives in the same media plan, enabling a layered messaging approach.
According to Google, its advertising system uses artificial intelligence to decide which ad format should be shown depending on the viewer’s device and viewing environment.
For instance, a viewer watching YouTube through a connected television may see the full 30-second non-skippable ad, while someone accessing the same campaign on a mobile phone or laptop could instead be served shorter formats such as bumper ads or 15-second versions.
For marketers, this means campaigns can be managed under a single strategy while the platform dynamically adapts ad formats across screens to optimise reach and performance.
