One of the services where advertising is most intrusive is YouTube, even preventing videos from starting without being seen. But this behavior will change with Google’s decision to abandon its most annoying advertising of all. It will not be this year, but in 2019, Google will rethink the advertising it presents to YouTube users and will make some of it disappear. Of all the ones that are going to be removed, the one that interests more is one of 30 seconds, that blocks the access to the videos and that can not be circumvented. The reason for this change lies in need for YouTube to adapt to the new needs and wants of users, who want less invasive advertising and can be controlled. A Google spokesman said that “We are committed to providing users with better online experience. As part of that, we’ve decided to stop supporting 30-second unskippable ads as of 2019 and focus instead on formats that work well for both users and advertisers”. YouTube users increasingly rely on mobile devices, so these longer videos that can not be bypassed are less and less interesting. Despite removing such ads, YouTube will retain the format, but with shorter durations. The 20 seconds and the shorter ones of 6 seconds, any of these without the possibility of being dispensed, should be maintained. Who will not be satisfied with this change are the advertising companies that lose one of the biggest and best shop windows for their products. To compensate, they should invest in ads with shorter video formats, but they can not always be ignored. On the YouTube side, there is a need to adapt to the new realities and new desires of the users, so that they do not stop using the service. It’s a very interesting change, but unfortunately, it will only come in the year 2019.
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