DATASCIENTISTASSOC

The new ad offering was announced at YouTube's annual YouTube Brandcast upfront event in New York

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The 30-second ads will replace the two, 15-second consecutive ads that currently play on connected TVs

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Advertisers will be able to target their campaigns across videos with longer, 30-second ads, which YouTube says better aligns with advertiser objectives and allows for "richer storytelling"

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YouTube believes that viewers at home are more likely to be receptive to longer, 30-second ads when watching on the big screen

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The feature is arriving along with the addition of "Pause" ads on Connected TV devices, which will allow advertisers to showcase their brand when a viewer pauses their content

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The new ad offering is part of ongoing efforts to cater to marketers who want to ensure ad dollars are going to high-performing, but brand-safe content

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The move is aimed at making YouTube's service more appealing to TV ad buyers

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The new ad format will allow advertisers to re-use their existing collateral, rather than creating shorter content just for reaching YouTube's audience

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The addition of 30-second unskippable ads on connected TVs is a significant change for YouTube, which has previously focused on shorter ad formats that can be skipped by viewers

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