YouTube brings 30-second non-skippable ads to connected TVs for deeper brand impact

As viewing habits increasingly shift to the living room screen, Google has rolled out a new 30-second non-skippable ad format on YouTube aimed at audiences watching through connected televisions.

The new format, called VRC non-skippable ads, began rolling out on March 2 and allows advertisers to run full 30-second ads that viewers cannot skip when accessing YouTube through smart TVs or other connected TV devices. For marketers, the launch marks another step in YouTube’s effort to replicate the impact of traditional television advertising within a digital environment.

A bigger storytelling window for brands

Non-skippable in-stream ads have long been a key tool for advertisers who want to ensure their entire message is delivered. These ads can appear before, during, or after a video and must be watched in full.

With the introduction of the 30-second connected TV format, brands now have a larger creative window to deliver complete brand narratives in an environment where viewers are typically watching longer-form content.

The format sits alongside other non-skippable ad options supported through Google Ads. Bumper ads run for up to six seconds, while standard non-skippable ads typically range between seven and 15 seconds. The new connected TV format extends the duration to between 16 and 30 seconds, allowing marketers to bring television-style storytelling to digital screens.

Advertisers can also combine multiple durations within a single campaign. A non-skippable mix enables brands to include six-second bumper ads, 15-second formats and 30-second connected TV creatives in the same media plan, creating a layered approach to messaging.

AI decides which ad viewers see

According to Google, its advertising system uses artificial intelligence to determine which format should be shown depending on the viewer’s device and viewing environment.

For instance, someone watching YouTube through a connected television may see the full 30-second non-skippable ad, while viewers accessing the same campaign on mobile phones or laptops could instead be served shorter formats such as bumper ads or 15-second versions.

For marketers, this means campaigns can be managed under a single strategy while the platform dynamically adapts formats across screens to optimise reach and performance.