Susan Wojcicki Roger Goodell Todd Spangler Ny Neal Mohan New York show audience testing innovations Digital Nielsen Platform Susan Wojcicki Roger Goodell Todd Spangler Ny Neal Mohan New York

YouTube 2023 Upfront: Platform to Launch Unskippable 30-Second Ads on TVs, Roger Goodell on Hand to Tout NFL Sunday Ticket Pact

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variety.com

Todd Spangler NY Digital Editor YouTube’s biggest ad innovation for 2023? It might be borrowing a well-worn page from old-fashioned linear TV.

At the YouTube Brandcast upfront event Wednesday in New York, execs announced the introduction of 30-second unskippable ads in top-performing YouTube content on TVs — you know, just like the commercials that have run on broadcast and cable networks for decades.

YouTube also will start testing new “Pause Experiences” for YouTube on TV screens, showing an ad when viewers pause a video akin to the pause ads Hulu first bowed four years ago.

In their pitch to Madison Avenue types, YouTube execs also boasted of the streaming service’s massive reach: More than 150 million unique viewers in the U.S.

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