YouTube is experimenting with a new ad format for live streams, picture-in-picture (PiP) mid-roll ads, which will be rolled out on eligible broadcasts and devices in the coming months.
Currently, viewers are interrupted from the stream when it’s time for an ad, as the video cuts to a full screen advertisement. However, with the new format, viewers can continue watching live content during ad breaks without worrying about missing anything.
“YouTube is experimenting with Picture in Picture for live mid-rolls. Some viewers on select devices will begin to see the new ad format in the coming months, allowing creators to run ads without disrupting the live stream,” YouTube stated.
Creators adopting live automated mid-rolls saw, on average, over 20% uplift in instream ad revenue per hour. This uplift was measured by comparing average instream revenue per hour among channels that enabled live auto mid-roll ads compared to channels not enabled (Averaged across 207 countries, January ’24), as per YouTube.
“Monetised channels without rights management can set mid-roll ad defaults for future live streams at the channel level. Channel level settings let you choose monetization settings that will be the default for any newly created live streams,” it added.
In September 2023, YouTube introduced its inaugural test of mid-roll ads for live streams.
This new feature includes a countdown timer that helps viewers and streamers to expect upcoming ads, minimising disruption. Additionally, YouTube has integrated a delay option, giving creators the flexibility to prevent ads from appearing during inconvenient moments.
