YouTube users would be happy to know that Google is planning to abolish those 30-second non-skippable ads next year according to Slash Gear. However, if an ad is less than 30 seconds, including 20-second spots, you may not able to skip those particular ads.

A Google representative cited that the company wants to improve the user experience on YouTube thus deciding to stop supporting 30-second non-skippable ads in 2018 and explained that Google will instead focus on formats that work well for users and advertisers.

Andrew Peak, VCCP managing director, noted that this will not affect advertising agencies much that create entertaining advertisements as users will less likely to skip those ads if it were engaging enough for them. It was also mentioned that users may expect to see more ad formats that have found success on YouTube such as six-second bumper ads.

The company didn't disclose any specific details about its decision, although Peake speculates that it has something to do with Facebook putting pressure on YouTube's dominance. Allowing users to skip 30-second ads will likely make them stay watching on YouTube rather than switching to Facebook. This will definitely improve the user experience in watching videos.

As reported by Campaign, Callum McCahon, strategy director for Born Social, explained that this may be a sign that YouTube is worried about Facebook. He cited that, "We know that video is right at the very core of Facebook's roadmap. Their video offering is becoming ever more attractive to brands by the day, and YouTube is panicking."

McCahon explained that while this strategy won't please advertisers, it is the price YouTube is willing to pay to keep its users watching their videos.

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