YouTube tests ‘ad pods’ format

YouTube announced that it began testing a new advertising format called Ad Pods, which consists of two ads stacked back to back, where viewers have the option to skip directly to the content.
According to the company, a recent user experience research showed that viewers are quite sensitive to the frequency of ad breaks and that fewer interruptions is correlated with better user metrics. In a blog post, YouTube said when users see two ads in a break, they’re less likely to be interrupted by ads later.
The company said this way users will experience up to 40% fewer interruptions by ads in the session. Early experiment results also showed “an 8-11 % increase in unique reach and a 5-10 % increase in frequency for advertisers, with no impact to Brand Lift metrics”. This new experience will launch on desktop this year then followed by mobile and TV screens. It “aims to accommodate viewer preferences while continuing to help advertisers connect with their most important audiences”.