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Google Ads Begin Testing New ‘Ad Pod’ Video Ad Format on YouTube

Google is helping advertisers with new ad experiences with the changes the way people watch videos on YouTube has over two years back launched six-second bumper ads.

Today, Google Ads’ has announced a new video ad format to enhance the user experience on YouTube.

Google said they will soon start testing a new ad format called as “ad pods,” that will show two ads stacked back to back.

This new ad experience will give users an option to skip the ad directly to view the content if they feel the ad is not right for them.

Ad Pods will be launching first on the desktop this year and will follow on mobile and TV screens later.

According to Google, the new ad format is designed based on the factors a research study has revealed. The study suggested that users’ are affected with the length of ads and frequency of ad breaks during longer videos.

And, those better user metrics are correlated with higher rates of ad viewing and less abandonment of content.

That said, with two ads in a break, viewers will experience up to 40% fewer interruptions by ads later in the session.

Adding, Google said early tests of the ad pods experiment have revealed an 8 to 11% rise in unique reach and an increase of 5 to 10% in frequency for advertisers. Also, it has no impact on Brand Lift metrics.

Here is an example image of an ad pod experience on mobile:

Google Ads Ad Pods Video Ad Format on YouTube Mobile

Further, Google said, earlier users’ used to watch YouTube videos in the form of a shared URL from a friend.

Fast forward, now ten times more (10x) people scrolls their YouTube home feeds or trending feeds to discover more recommended video.

This trend resulted in the launch of TrueView video discovery ads to the home feed, along with the Masthead and Universal App campaign ads.

YouTube home feed now can be a great place for viewers to find the advertising brand.

Additionally, Google also revealed YoyTube watch time on TV screens has grown to more than180 million hours every day.

This trend resulted in the launch of a TV screen device type in Google Ads and Display & Video 360.

This allowed advertisers to tailor their video ad campaigns for connected TVs.

For example, “by using a different creative or setting a specific device bid adjustment – and see reporting for ads that run on TV screens,” explained Google.

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