Advertisers are now able to run 15-second non-skippable video ads.
Before this update, only a select number of advertisers were able to use these ads through YouTube reservation (similar to Google Preferred).
The search engine has now introduced the 15-second non-skippable video ad format to Google Ads, Display and Video 360.
In a statement, Google explain “We’re expanding access to advertisers running auction campaigns. Recognising that advertisers should have access to the full range of creative options regardless of how they buy – whether in advance via reservation or in the Google Ads auction.”
It is worth noting however that Google will continue to action protections in its ad system to cap the number of ads a user sees. This means that the increased access to this ad format will not influence the overall YouTube user experience.