The company plans to switch to a TV ad format that offers one or two long commercial breaks instead of many short commercial breaks. This experiment aims to make the content experience less fragmented and more convenient for viewers.

According to Google research, 79% of users prefer video ads grouped in a single block instead of ads scattered throughout the video.

However, it is not yet clear how long these new ad additions will last and how many per unit video duration there will be.

It’s worth remembering that this is just an experiment. If the new format takes root, it may change in the future and be different from what we see now.

So, although the new feature promises fewer ad breaks, it could also lead to longer ad units.

Source: Ferra

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