Watching YouTube on TV will be even more annoying if you don’t pay to avoid ads. as announced YouTube Brandcast In an event on Wednesday, YouTube will soon add 30-second non-skippable ads to high-performance content watched on connected TVs.

YouTube says viewers will see a single 30-second ad instead of two consecutive 15-second ads, but that doesn’t mean those short ads will disappear entirely. It will be presented to advertisers through 30-second ads Select YouTube, a curated advertising platform that targets the top five percent of YouTube content. YouTube claims that 70 percent of YouTube Select impressions come from TVs, making it an ideal platform for longer ads.

YouTube is also testing ads that will appear on paused videos

“More and more viewers are watching YouTube on the biggest screen in their home,” YouTube CEO Neal Mohan said during the Brandcast event. Diversity). “Audiences, especially younger viewers, no longer differentiate between the type of content they watch.”

YouTube also announced that it will begin testing ads that appear when a viewer pauses a video on a connected TV. It’s similar to the ad-pausing feature introduced by Hulu a few years ago, dubbed “pause experiences” by YouTube. based on a sample image published by Advertising WeekYouTube’s interstitial ads will appear as banners around the video and can be removed by selecting the ‘dismiss’ button.

YouTube hasn’t said when any of these changes — the 30-second non-skippable ads and the ad suspension — will go live, but we’ve reached out for details and will update if we hear back.

Yesterday’s announcements follow a recent crackdown on ad blockers by the video hosting platform. YouTube announced this last week experience with pop-up messages “No ad blockers allowed on YouTube” encourages viewers to subscribe to YouTube Premium for an ad-free experience.

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