Distribution

Over 1 billion hours of video are watched daily on YouTube, with around 70% through mobile devices. As a brand, ideally you want to be top of mind for your target audience during particular trigger points.

Users often find these quite disruptive to their viewing experience, despite marketers attempting to laser target audiences they believe may be interested in their offering.

This is their attempt to get users who consume hours of content on the platform to pay a subscription fee in return for ad-free viewing and other benefits. What effect will this have on the brands that enabled YouTube to gain enough revenue to take such a big step?

We noticed that YouTube were testing 'double mid roll ads', where two ads will be shown back to back during an interruption to your chosen video. Is this an attempt to get more people to subscribe to their Premium service after being overwhelmed by disruptions to their viewing experience?