YouTube has introduced AI-optimised non-skippable ads globally, enabling advertisers to reach connected TV (CTV) audiences through Google Ads and Display & Video 360. The rollout has allowed brands to run non-skippable ads across multiple formats, including 6-second bumper ads, 15-second standard ads and 30-second CTV-only formats.
The update has expanded advertisers’ ability to reach viewers watching YouTube on television screens. The format has been designed for connected TV environments where audiences increasingly consume long-form video content on larger screens.
The system has used Google AI to dynamically optimise campaigns across the available non-skippable formats. The technology has automatically selected between 6-second, 15-second and 30-second ad lengths to reach audiences based on campaign goals and viewing behaviour.
The approach has aimed to improve campaign efficiency by distributing ads across multiple non-skippable formats rather than relying on a single ad length. According to the company, this has helped deliver greater unique reach and impact compared with manually running single-format campaigns.
