YouTube has revealed intentions to offer 30-second, non-skippable advertising on its smart TV application in an effort to increase the audience for its commercials. Users of YouTube's smart TV app will have to watch entire 30-second commercials without the option to skip them unless they are YouTube Premium subscribers, according to a recent revelation made at the YouTube Brandcast event.

As part of YouTube's new ad format strategy, two consecutive 15-second advertisements will be replaced by a single, seamless 30-second ad. The platform YouTube Select, which aspires to reach 5% of the site's featured content, will allow advertisers to arrange their 30-second commercials. The platform claims that 70% of YouTube Select impressions come from TVs.

In order to mimic Hulu's "pause experiences" feature, YouTube announced its intention to start testing advertisements that are displayed when a user stops a video on a smart TV. These YouTube ads that seem like banners and surround the video will be eliminated if you use the "dismiss" option. Prior to this time, it was unclear when YouTube's smart TV ad policy will be made public.

In conclusion, YouTube intends to expand the reach and efficacy of its ads on smart TVs. Viewers can anticipate more non-skippable advertising. The judgement may result in more money for advertising and YouTube. Furthermore, it is yet unknown how viewers will respond to this longer ad viewing time. Remember that choosing YouTube Premium can result in an ad-free viewing experience, giving people who are less enthusiastic about these impending changes a choice.