Liam Walsh
Liam is a Co-Director at Intelligency and heads up the agency's Digital Intelligence & Paid Social activity. Over the last decade, he has worked with brands from the world of sports such as Premier League clubs to entertainment such as Channel 4 and Disney.
As YouTube experiments with a new ad format — 30-second non-skippable ads in standard campaigns — marketers and brands alike should take note. This update could reshape how we use the platform, opening up premium ad inventory that was previously harder to access. But is it right for your brand?
Here’s what you need to know.
Why This Change Matters
Until now, 30-second non-skippable ads on YouTube were mainly reserved for high-budget, upfront “reservation” buys — limiting access to brands with long lead times and deep pockets. This test changes that. YouTube is now making this format available through standard auction-based campaigns, giving advertisers more flexibility and control.
These longer ad slots give brands more space to tell a story and make an impact, without the viewer being able to skip. It’s a format traditionally seen during premium TV-style placements — and now, potentially available to more advertisers through everyday campaigns.
YouTube’s Growing Role in the Media Mix
YouTube isn’t just a video platform — it’s a key player in the digital advertising ecosystem. With over 2 billion logged-in users every month and growing viewership on connected TVs, YouTube ads have become a go-to for brand awareness, product discovery, and even conversions.
In many of our client strategies, YouTube fills the gap between top-of-funnel attention and mid-funnel engagement. It’s highly targetable, increasingly measurable, and trusted by users. This new ad format simply adds another tool to the kit — one that brings the impact of longer-form video into more accessible campaigns.
Making Non-Skippable Ads Work
That said, non-skippable doesn’t mean guaranteed success. In fact, it raises the stakes. If a viewer is required to watch your ad, the creative has to hold attention and deliver value from the first second to the last.
This isn’t about louder ads — it’s about smarter ones. Clear messaging, audience relevance, and emotionally engaging content are critical. For brands that get it right, this format could be a powerful way to cut through the noise and make a lasting impression.
