YouTube is making significant changes to mid-roll ads in an effort to enhance the viewing experience while also helping creators maximize their revenue. Starting May 12, the platform will reduce the number of mid-roll ads placed at disruptive moments, such as during a sentence or action sequence, and instead focus on inserting them at natural break points like pauses and transitions.
As part of this update, YouTube will automatically adjust older videos uploaded before February 24 to include ad slots at more natural break points. Creators who prefer to manage ad placements manually can opt out of this change in YouTube Studio. However, YouTube warns that videos with interruptive ad placements may generate less revenue after May 12.
To further assist creators, YouTube is introducing a feature that will provide insights into whether their mid-roll ads would be better positioned at natural pauses rather than disruptive moments. Additionally, the platform is encouraging creators who manually place mid-rolls to allow YouTube’s system to identify optimal ad placement for a more balanced ad experience.
Internal tests conducted by YouTube indicate that creators who used a combination of automatic and manual mid-roll ads saw an average revenue increase of over 5% compared to those who relied solely on manual placements. This suggests that allowing YouTube’s system to determine ad placements could result in greater earnings while also reducing viewer frustration.
“Our goal with these features is to provide you with more information and new options,” YouTube stated in a message to creators. “You still control whether to show mid-roll ads in your videos and where you would like those ads to be shown.”
By prioritizing a more seamless ad experience, YouTube aims to strike a balance between monetization and viewer satisfaction. The update reflects the platform’s ongoing efforts to refine its advertising model, ensuring that both content creators and audiences benefit from a less disruptive viewing experience.
