Google is testing running ads back to back on YouTube in order to improve the viewer experience.
Currently, users can have their videos interrupted y ads mid flow — an experience which is not conducive to binging and is especially distracting when watching longer video essays on the platform. Google suggests that stacking ads this way can reduce ad interruption by up to 40 percent per session for the user, with boosts for content creators and advertisers as well.
“Our recent user experience research suggests that in addition to factors such as the length of ads, viewers are quite sensitive to the frequency of ad breaks, especially during longer viewing sessions.” Google explained in a blog post, “Through this research, we also learned that fewer interruptions is correlated with better user metrics, including less abandonment of content and higher rates of ad viewing. To respond to this, we will begin testing ad pods–two ads stacked back to back, where viewers have the option to skip directly to the content if it’s not the right ad for them.”
Google will be bringing this first to the desktop and then later to mobile and TV screens.
For users who don’t want ads but still want to support subscribers, Google offers a premium subscription which provides ad-free access to YouTube, YouTube music and the slowly-going-defunct Google Play Music.