Google-owned video giant YouTube is experimenting with a new mid-roll advertising format that aims to be less disruptive for live-streaming viewers. YouTube is testing the new format, which positions ads alongside a live stream using a picture-in-picture feature. Currently, the ad breaks occupy the full screen, cutting abruptly from the content in progress, which can be disruptive. With the new format viewers can keep their eyes on live content during the ad break. YouTube’s mid-roll PiP ad tests are part of its fight against ad blockers, use of which has seen some viewers cut off from the platform. Continue reading YouTube Testing a New Ad Model for Live-Streaming Viewers

YouTube is increasingly popular among connected TV (CTV) viewers who no longer turn to the social video service only for music videos or one-off skits. YouTube says that in the U.S., 65 percent of CTV watch time is on content that is 21 minutes or longer. The shift has prompted the Google-owned platform to change its approach to display advertising. The company is experimenting with longer but fewer ad breaks and limiting creator control with regard to ad placement on new videos. A new countdown timer more prominently displays the time until an ad ends or can be skipped. Continue reading YouTube Connected TV Popularity Prompts Ad Break Testing