Starting in 2018, YouTube will be changing its traditional format. They will not be allowing any companies to air 30 seconds ads that users cannot skip. For those of you who do like watching ads, some YouTube ads will still be unskippable, such as 15-second and 20-second ads.

YouTube says that this switch is to provide a better experience for their users and to switch to a more modern method of advertising.

They will be replacing the 30-second ads with six-second “bumper ads” which YouTube unveiled in April of 2017. These are designed for shorter videos and mobile or on-the-go viewers, but according to Think with Google, they have been very effective in many situations.

Researchers from NeuroFocus have found that shorter ads, while cost effective for companies, are also more enjoyable for viewers. Our brains can process information extremely fast, and when advertisements cut to the core of the information quickly, it turns out that people are more likely to retain these messages.

If you’re looking into making advertisements, consider cutting out the fluffy material and getting right to the point of the ad. You’ll save money and drive your message home.

In order to help you create the best ad, here are some of our favorite tips:

  • Use understandable language: Nothing turns potential buyers away like confusion. Even if you are appealing to those in your target demographic, don’t assume they know all of the lingo. If you think it may be confusing, have a friend who isn’t in the industry take a look before you publish it.
  • Be visual: People are visual learners, and using exciting pictures, videos, or graphics can make your advertisement stand out.
  • Have viewers visualize using your product or service: If a person can’t imagine themselves benefitting from what you offer, why would they want to work with you or buy your product? They probably wouldn’t. This is one of the best ways to drive home an interest in your product or service.
  • Include a call-to-action: You don’t want your message to get lost in all the commotion of life. In order to get them to you, ask them to make an immediate response such as calling your office or visiting your site for a special deal.


Don’t feel comfortable creating your own advertisement or worried they might be too expensive to create? Here at H2H Consulting, we are able to help with affordable 15-20 second commercials using stock footage. Contact Kendra Corman at for more information or help.