Back to Learning Center
Subscribe
Join 40,000+ sales and marketing pros who receive our weekly insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer

What is <span>They Ask, You Answer</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
Free Courses & Certifications

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
Video Marketing

Google Chrome’s Ad blocking will soon expand into video

By Vin Gaeta

Google Chrome’s Ad blocking will soon expand into video Blog Feature

Last week, Google’s Chromium blog posted an update about ad-blocking changes coming to the Chrome browser (and YouTube) in 2020. 

This could be great for users, but for marketers and advertisers, perhaps not so much. 

The update will focus on removing “intrusive ads” from videos across the web, which are ads that may impede or alter the user experience.

A great example of an intrusive ad is one that auto-plays sound through your computer and can’t be skipped after five seconds.

You’ve likely encountered them — you know, the ads that you immediately hit mute on because they just blasted through your headphones. 

Google relies on standards created by the Coalition for Better Ads and their global user research to help dictate what changes to make to improve the user experience for web users, and they've been making strides to reduce this type of advertising for years across platforms, specifically mobile.

What we know so far about the update

The update will be rolling out August 5 and will expand Chrome’s already inherent ad-blocking functionality to stop all ads that meet this criteria on websites.

It’s worth noting that these standards only apply to videos eight minutes or shorter, so longer videos won’t have to abide by the new standards. 

Meaning if you have video content that is above the eight-minute mark, these new rules won’t apply to your ads. 

Google product manager Jason James notes:

“Following the Coalition’s lead...Chrome will expand its user protections and stop showing all ads on sites in any country that repeatedly show these disruptive ads.

It’s important to note that YouTube.com, like other websites with video content, will be reviewed for compliance with the Standards.”

The article further noted that Google will be using the coalition’s guidelines to help fuel future product updates to ensure they're providing the best user experience.

While Google does make money off of the ads on YouTube, and other video content platforms, fueling a better user experience is paramount to their success, so this looming update makes sense. 

These new standards come from over 45,000 consumers worldwide and directly pinpoint three specific ad-types.

1. Long, non-skippable ads

CBA-long-pre-roll-V02

Image Source: Coalition for Better Ads

These ads, or groups of ads, shown before a video are longer than 31 seconds and cannot be skipped after the first five seconds.

2. Mid-roll ads

CBA-Mid-Roll-Ad-V01

Image Source: Coalition for Better Ads

These are the ads that interrupt your viewing experience by showing an ad mid-video.

3. Image or text overlay ads

CBA-Large-Display-Ad-V01

Image Source: Coalition for Better Ads

These ads appear on top of the video you’re playing and take up or cover more than 20% of the content, typically in the middle ⅓ of the video.

What this means for marketers

There has been a clear shift towards enabling users to block advertising as much as possible on the web.

From inherent block in Chrome to new browsers that block all ads, scripts, cookies and other tracking methods — such as Brave — it’s apparent that the future of the web will have fewer and fewer advertising opportunities. 

While many users may not opt for blocking ads, plenty will have the feature enabled so your ad spend may begin to not work as well as it once had. 

Due to this shift, it’s even more critical that you diversify how you’re attracting the right visitors to your website.

Don’t get me wrong, paid media does have a place, but if this trend continues the advertising world will constantly shift to be more user-friendly and less intrusive.  

The right content marketing strategy is a great supplement, and even an eventual replacement, for the ad campaigns you’ve been running — especially because buyer behavior has changed

As always, if you address your buyer's most pressing concerns and questions through your content, they'll find you naturally and you will be less reliant on ads. 

Topics:

Video Marketing
News
Google Ads
Published on February 11, 2020

Recent Articles

Video Marketing Success: 3 Pitfalls that can Doom Your Video Initiative

By John Becker on September 28, 2021
6 min read

Free inbound marketing courses and training

By Paul D. Grant on September 10, 2021
4 min read

How to do small business video marketing

By Kimberly Marshall on September 3, 2021
12 min read

How to optimize videos on your business website for search

By Liz Moorehead on July 23, 2021
4 min read

How to create a YouTube channel for business (+ examples)

By McCoy Worthington on July 16, 2021
7 min read

41 new video marketing statistics to fuel your strategy through 2021

By Ramona Sukhraj on July 9, 2021
6 min read

How to make your sales videos look and sound great without breaking the bank

By Ramona Sukhraj on July 7, 2021
3 min read

How to get started creating video (Content Lab, Ep. 52)

By Liz Moorehead on June 17, 2021
1 min read

How to get YouTube subscribers: 12 tips to increase your fanbase

By Lindsey Schmidt on May 26, 2021
10 min read

What are the most popular types of YouTube videos in 2021? [Infographic]

By Ramona Sukhraj on May 19, 2021
6 min read

How much does Vidyard cost and is it worth it?

By Lindsey Schmidt on April 15, 2021
10 min read

Vidyard vs. HubSpot Video: differences and how they can work together

By Nick Bennett on March 16, 2021
8 min read

YouTube has launched a live test of product tags within videos

By Karisa Egan on March 2, 2021
1 min read

Facebook video best practices: what you need to know to grow your video presence

By Lindsey Schmidt on February 16, 2021
9 min read

The Selling 7: Sales and marketing videos guaranteed to get results [+VIDEO examples]

By Marc Amigone on February 12, 2021
6 min read

Why Vidyard won’t immediately solve your video problems

By John Becker on February 3, 2021
5 min read

New year's resolutions: 8 digital marketing must-try tips for 2021

By Kristen Harold on January 25, 2021
10 min read

Must-know 2021 video marketing trends to guide your strategy

By Katie Pritchard on January 15, 2021
3 min read

4 video email marketing examples you'll want to copy ASAP

By Lindsey Schmidt on December 28, 2020
5 min read

6 best business YouTube videos you'll want to copy in 2021

By Megan Lang on December 22, 2020
4 min read

5 ways to ace your YouTube SEO strategy for 2021

By Lindsey Schmidt on December 17, 2020
6 min read

Facebook for Creators offers tactical video advice leading into the holidays

By Katie Pritchard on December 7, 2020
2 min read

Thanksgiving marketing: 5 video trends and lessons you can’t ignore for the holidays

By Megan Lang on November 26, 2020
5 min read

YouTube SEO: 6 most common mistakes (and how to fix them)

By Zach Basner on November 25, 2020
7 min read

Digital marketing for manufacturers: A simple, effective strategy to get more customers

By Liz Moorehead on November 9, 2020
5 min read