Google will be working on much better engaging ad formats that will be rewarding to both advertisers and users on YouTube. In effect to this Google will be putting an end to the 30-second long non-skippable ads, in 2018.
We’re committed to providing a better ad experience for users online. As part of that, we’ve decided to stop supporting 30-second unskippable ads as of 2018 and focus instead on formats that work well for both users and advertisers” -Google
In April 2016, YouTube launched a six-second ads format, which is non-skippable. That was a welcome development. It is quick, straight forward and less frustrating, compared to the 30-second long non-skippable video ads.
However, like the managing director of a creative agency rightly said, "YouTube realises that consumers don’t like unskippable ads." Ads have made Youtube video viewing a less pleasant experience.
According to a research, 91% of internet users agree that internet ads are more intrusive in recent times. More than half of the respondents claim to "dislike" online ads on YouTube.
When the 30-second ads are dumped, video viewing experience would become more exciting. However, there is still the 15 - 20-second unskippable ads, which are annoying at best. One can only hope that as time goes on, these ads will also be scrapped so that we can all enjoy an uninterrupted viewing.