Portland SEO's Augusto Beato feels that YouTube's drive to insert ads in places that consumers do not want may cause them to rebel.
YouTube viewers are starting to be fed two ads instead of just one in advance of the videos they want to watch.
Beato also agrees with the analysis that it makes no sense for YouTube to replicate the TV model that is driving viewers away from the TV.
The video site, owned by Google, developed "ad pods," which allow for a commercial break with two messages. The ad pods are meant to play more commercials in succession while cutting down on the number interruptions in the middle of videos.
The ad pods come in a few iterations. There is a skippable ad followed by a six-second ad, and if the viewer skips the first ad after five seconds, then the second ad won't run either. The six-second, unskippable ad can also run before the skippable ad. Finally, viewers might encounter two six-second, unskippable ads.
The ad pods will only run on desktops, for now, but will expand to all YouTube's properties on mobile and connected TV devices next year.
YouTube is expected to generate $3.4 billion in ad revenue in the U.S. in 2018, according to eMarketer, an increase of 17 perfect from 2017. Meanwhile, digital video advertising as a whole is growing 30 percent year over year in the U.S. in 2018, hitting $27.8 billion, or 25 percent of the entire digital ad market.
Nonetheless, YouTube is dealing with an audience that is notoriously sensitive to commercials and how long they have to sit through them.
"While there is the option for viewers to opt out of the ads paying for a $10 ad-free monthly subscription, that change the nature of using the internet to watch videos for free," said Augusto Beato, who is the CEO of Portland SEO.
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