As part of YouTube's new ad format strategy, a single, seamless 30-second ad will replace two consecutive 15-second spots. On YouTube Select, a platform that aspires to access 5% of the site's featured content, advertisers will be able to arrange their 30-second commercials. 70% of YouTube Select impressions, according to the platform, come from TVs.

YouTube announced that it wants to start testing ads that appear when a user pauses a video on a smart TV, imitating Hulu's "pause experiences" feature. These YouTube ads that resemble banners and appear to be surrounding the video will disappear if you select the "dismiss" button. The release date for these updates to YouTube's smart TV ad policy was previously unknown.

In conclusion, YouTube intends to expand the reach and efficacy of its ads on smart TVs. Viewers can anticipate more non-skippable ads. 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.