YouTube Experiments with 30-Second Non-Skippable Ads in Standard Campaigns
YouTube is currently testing the inclusion of 30-second non-skippable ads within standard ad campaigns, a move that marks a significant shift in its advertising approach. Previously, this format was reserved primarily for YouTube Select placements, but its potential expansion suggests a broader strategy aimed at increasing brand exposure across the platform.
This trial could offer advertisers enhanced visibility and engagement opportunities by allowing a longer, uninterrupted message. By extending the duration and ensuring viewers cannot skip the ad, YouTube is providing brands with a more impactful canvas to deliver key messages, particularly for storytelling or product demonstrations.
However, the format's non-skippable nature raises questions about viewer experience and ad fatigue. While advertisers may benefit from increased watch time and potential brand recall, users could perceive these longer interruptions as intrusive, especially when they occur frequently or disrupt popular content.
YouTube appears to be assessing how this change will perform across its standard campaigns, evaluating its impact on both campaign effectiveness and user satisfaction. The platform has not yet confirmed whether this format will become a permanent fixture, but its inclusion in early testing highlights YouTube’s willingness to experiment with ad formats to balance monetisation and audience retention. [1]
Microsoft Advertising Unveils Reporting Overhaul and Performance Max Enhancements
Microsoft Advertising has announced a major update to its reporting capabilities, aimed at improving transparency and campaign insight for advertisers. The overhaul includes a redesigned interface and streamlined navigation, enabling users to access reporting data more efficiently and make more informed decisions.
As part of this update, Microsoft is also enhancing its Performance Max campaigns by offering more detailed performance breakdowns across different channels. Advertisers will now be able to view insights by channel—including search, audience, and shopping—providing greater clarity on how campaigns perform across the Microsoft ecosystem.
The improvements are designed to simplify campaign management and improve optimisation strategies. With easier access to metrics such as impressions, conversions, and spend by channel, advertisers can better allocate budgets and tailor messaging to specific audience segments, thereby increasing return on investment (ROI).
These changes reflect Microsoft’s ongoing efforts to provide advertisers with tools that support data-driven decision making and campaign transparency. By empowering advertisers with greater visibility into performance, Microsoft aims to create a more agile and accountable advertising environment. [2]
Google Updates Local Results Layout with PPC Ads Positioned Below Map
Google has rolled out a visual update to its local search results, moving pay-per-click (PPC) ads from their traditional top-of-page position to a new placement beneath the map pack. This adjustment alters how sponsored listings appear in local queries, with ads now clearly separated from the organic and map results.
This layout shift may affect how users interact with local advertisements, particularly in searches where the map plays a dominant role. By placing ads below the map, Google may be aiming to reduce visual clutter while still offering advertisers meaningful visibility in local search contexts.
Advertisers running local PPC campaigns should closely monitor performance metrics following this change. There could be implications for click-through rates (CTR), impressions, and conversions, especially as users adapt to the updated format. Adjustments to ad copy or bidding strategies may be necessary to maintain performance benchmarks.
While Google has not issued an official statement on the broader impact of the redesign, the move may reflect ongoing experimentation in how local and sponsored content are presented. It also highlights Google's continued focus on enhancing the user experience while balancing commercial intent. [3]
Google Expands Video Ads Across Search, Shopping, and Image Tabs
Google is introducing video ad placements across its Search, Shopping, and Image tabs, with the potential to roll out to additional regions in the future. This update signifies a strategic push to blend engaging, visual content into traditionally static ad spaces, enhancing the visibility and storytelling power of product listings and branded messaging.
The video ads will appear in new dedicated ad slots, allowing advertisers to connect with users through immersive content at moments of high intent. These formats are designed to drive better engagement by showcasing product features or brand identity in a richer, more dynamic format than standard text or image-based ads.
For advertisers, this development offers a chance to diversify their creative strategy within Google’s ecosystem. Marketers may need to reassess campaign structures, creative assets, and budgets to capitalise on the impact of video formats, particularly where users are actively searching, browsing, or comparing products.
Although currently limited in the US and Canada, Google has indicated that further regional expansion may occur. Advertisers outside the initial rollout markets should prepare by evaluating their video production capabilities and identifying high-performing search terms and product categories that could benefit from video promotion. [4]
[1] Search Engine Land
[2] Search Engine Land
[3] PPC Newsfeed
[4] Google
