YouTube is making a change to its ad policy that allows content creators to use mid-roll ads to monetize videos that are at least eight minutes in length. While an opportunity for YouTube creators to make more money from shorter videos, the change could also result in videos that would have been around ten minutes in length only running for eight minutes instead.
Ads are not a particularly popular feature with users on any platform, but they are necessary for revenue for many content creators. However, over the last few months Google and others have been looking at ways in which they can improve the ad experience in general. This is resulting in some changes to many services, including Google Chrome and YouTube.
YouTube has now confirmed that starting in July, videos will be eligible for mid-roll ads as long as they are a minimum of eight minutes in length. Up until now, the inclusion of mid-roll ads required videos to run for at least ten minutes and in an email to content creators, YouTube explains how the change will allow them to increase their monetization potential. Furthermore, creators won't have to do much as YouTube says it will automatically enable mid-roll ads on all eligible videos, once the change takes effect in late July. From the user perspective, this means mid-roll ads will now start to show on shorter videos than before. In addition, the change could also result in content creators with a video that's between eight and ten minutes no longer needing to stretch out the video to hit the ten-minute marker, just to be able to additionally monetize. As a result, a number of videos that would have otherwise ran for ten minutes are now likely to be shorter in duration.
Back in February, Google announced that it planned to start blocking annoying ads shown with short-form videos that are displayed in Chrome. The change is scheduled to take effect in August of this year, and is designed to match the guidelines set out by the Better Ads Standards. In total, three different ads are going to be targeted and all of them relate to videos that run for less than eight minutes. The changes were also expected to affect other Google services, including YouTube.
Google now appears to be determining eight minutes as the correct minimum duration for certain types of YouTube video ad placement. For example, the eight minutes was specifically determined by the research conducted by the Coalition for Better Ads, which suggested that certain ad types, including mid-roll, were found “to be particularly disruptive” on videos shorter than eight minutes. While Google now appears set to crack down on annoying ads on videos shorter than eight minutes, at the same time, it is making eight minutes the minimum requirement for YouTube mid-roll ads in the future.
Source: YouTube
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