YouTube, the second most used site in the world, has announced several changes to its service. We have summarised some of the most significant changes below.

Affects on advertising:

YouTube has TrueView action ads that are designed for performance advertisers, where display call-to-action banners are placed at the bottom of the video ads. YouTube has changed the way the TrueView action ads’ performance is measured to better reflect “the relationship between video ad exposure and conversions”. An ‘engagement’ used to be recorded when 30 seconds of an ad had played, where going forward, an engagement will now be counted if someone clicks on or watches 10 seconds or more of a TrueView for action ad (that is when optimising to conversions or using cost-per-action bidding). A ‘conversion’ will be counted when a user takes action on an ad within 3 days of an ‘engagement’ (this time period can be customised – it used to be 30 days).

Another change to YouTube is the non-skippable ads that will have a maximum duration of 15-20 seconds, which will run on both old and new content. The creator of the video can choose whether they have skippable ads after 5 seconds, or if they run non-skippable ads on their content. Non-skippable ads will mean a higher cost for advertisers, and in turn a higher revenue for the creators of the content.

Additional changes to service:

YouTube recently released was the ‘time watched’ feature on its smartphone apps. This function allows people to see how many hours they’ve spent viewing videos per day. People can also set up a reminder pop-up to let you know when to take a break from watching YouTube. The purpose of this feature is to help users better manage their time online.

Another added feature allows parents to have more control over the content their children watch. Adults can now select videos and channels their children can watch through the YouTube Kids app, which also excludes the search function.
The parents can also use the ‘older’ settings on the app for kids between eight and 12 years old. This setting allows consumption of age-appropriate content such as music videos and video game content.

The trending section has also had an updated. You can now see the most popular content across five categories: music, live, gaming, news and movies; as opposed to top content all lumped in one category.