In an effort to broaden the audience for its ads, YouTube has announced plans to offer 30-second, non-skippable ads on its smart TV application. Two successive 15-second ads will be replaced by a single, seamless 30-second commercial as part of YouTube's new ad format plan. Advertisers will be able to plan their 30-second advertisements using the platform YouTube Select, which aims to include 5% of the prominent material on the website. According to the platform, TVs account for 70% of YouTube Select impressions.

YouTube stated its desire to begin testing advertising that are shown when a viewer stops a video on a smart TV in an effort to imitate Hulu's "pause experiences" function. Use the "dismiss" option to get rid of these banner-like YouTube advertising that surround the video. It was unknown up until this point when YouTube's smart TV ad policy will be made public.

In summary, YouTube wants to increase the effectiveness and reach of its ads on smart TVs. More non-skippable advertising is what viewers can anticipate. The verdict might increase funding for YouTube and advertising. Also undetermined is how viewers will react to this increased ad viewing time. People who are less thrilled about these upcoming changes have a choice by selecting YouTube Premium, which can result in an ad-free viewing experience.