Commentary

YouTube Slowing 'Interruptive' Ads: Who's Really In Control?


YouTube is upping the stakes in looking more like TV where advertising commercials appear in more natural breaks for its mid-roll messaging -- offering up fewer ads in "interruptive" places.

What else does it need to do? Perhaps give advertisers and brands more choice about where their messaging goes?

For linear TV networks, putting ads in easy, natural breaks has been the model for decades. That means running an and when a typical scene ends and a new one begins.

YouTube will allow creators to use new technology to sense where there are natural breaks in the dialogue -- or we are guessing, the action.

In early tests, certain content providers realized 5% more revenue from advertisers that are seemingly paying more for this opportunity.

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The jolt of those YouTube interruptive messages -- appearing out of nowhere -- is surely causing much confusion or even damage in the initial moments to the viewer, as well  as a brand’s engagement expectations.

At the same time, interruptions have been more normalized over the years on the user-generated video service -- especially when it comes to less-professional looking user-generated content.

With the new approach, creators can opt out of letting YouTube place slots for them in the "earn" tab in YouTube Studio. YouTube adds that “videos with interruptive mid-roll ad slots may earn less revenue” after the May change.”

The company says it is also inserting "additional, automatic ad-slots at natural break points" into older videos with manually placed slots -- a change that creators can opt out of.

YouTube has the final say. If creators decide where to run the advertising, that may mean the advertising doesn’t run at all. And that means less money coming to creators.

In 2023, a different change was made for those pre-and post-roll advertising positions. This took away creators’ ability to choose when ads are skippable for those time slots.

The ad-share arrangement between YouTube and its creators is basically a partnership. But now with YouTube in more control -- closer to mainstream, linear TV networks.

The advertisers don’t get to choose much -- although they can do so in their own content.

What's the next step for YouTube? To not only grow in usage, but grow with brands big and small?

1 comment about "YouTube Slowing 'Interruptive' Ads: Who's Really In Control?".
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  1. Ed Papazian from Media Dynamics Inc, March 3, 2025 at 6:15 p.m.

    Amazing. So, if I , as a "creator", come up with an 8-minute video about owls stalking chipmunks in my garden and a scene shows an owl eyeing a victim, but otherwise not moving-- it's an ideal place for a few regularly scheduled commercials? Then, if the owl finally makes its' move and swoops down  the "action" continues---until the owl crashes into the ground--on top of poor little chipmonk--which the new system thinks is the  best location for an "intrusive break" and more ads?.Of course, viewers will be so engaged by the "drama" unfolding that they will watch the "intrusive" commercials to a greater extent than the others---whatever that means---so advertisers will be charged more for these spots. And this is the new kind of TV advertising that we are heading for?Gulp!

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About the Author

Wayne Friedman is West Coast Editor of MediaPost. You can reach Wayne at wayne@mediapost.com.