There are quite a few video-sharing services out there, but YouTube remains the most popular, and for good reasons too. Everything about YouTube is great, except for those 30-second advertisements that you cannot skip.

They can be really frustrating and annoying. You are looking forward to seeing the video or hearing the song, but are made to wait for 30 seconds forcefully because the advertisement must play itself out first, and you cannot do anything about it. That’s because the “skip ad” option is not there in these advertisements. There is instead the message that says “video will play after ad”. Very few people have the patience to wait till the end to see the video start rolling. As a result, the advertiser doesn’t gain, and the video publisher certainly loses out.

There Won’t Be Any Unskippable Advertisements on YouTube

That is about to change. Google (NASDAQ:GOOGL), which purchased YouTube ten years back, have announced that they are scrapping the “unskippable” 30-second advertisements on the service.

Speaking to BBC’s Newsround, Google confirmed they are canceling these ads because they now want to focus on a “format that works well for both users and advertisers.” This means Google is accepting the fact that nobody likes these advertisements that cannot be skipped.

The Fine Balancing Act of YouTube

However, it won’t be another year before the unskippable ads are finally removed. Till 2018, Google is introducing shorter formats, which it hopes will be more user-friendly. YouTube has decided to introduce unskippable advertisements for 15 and 20 seconds in its place, and also more 6-second “bumper ads” that users cannot skip. So advertisements are going away, but you won’t have to wait for that long again.

The service is clearly trying to achieve a balance between revenues earned and looking after consumer interest, which is a good thing going forward.

The market is viewing YouTube’s policy change positively. A media agency said it is the right move because there is a difference between linear television services and online video. Will Smyth, the boss of Agenda21 agency said, “The 30-second ad is a legacy from TV times. It had to go. This was never the most effective way to advertise.”

Analysts are saying this will surely encourage viewers to spend more time on YouTube, and they will end up enjoying the videos even more.