The news: YouTube is trying to figure out exactly how many ads its users will tolerate before heading elsewhere.
The fallout: While it’s hard to know how big this experiment was, there’s some noticeable outcry online.
Analyst insight: From a user experience standpoint, 60 seconds is a long time for an interruption, and these ads typically pop up at odd times in the content, explains principal analyst Patty Soltis. “Most likely, users will be annoyed by the interruption, creating a negative reaction to the advertiser,” she said. Soltis also points out that most users will simply not retain 10 ads in 60 seconds.
The big takeaway: While YouTube has said this user experiment is over, uncertainty exists around the platform's potential future increase in the unskippable ad rate. But the reality is that if users will tolerate more ads, platforms will run more ads.
This article originally appeared in Insider Intelligence's Marketing & Advertising Briefing—a daily recap of top stories reshaping the advertising industry. Subscribe to have more hard-hitting takeaways delivered to your inbox daily.