YouTube introduces unskippable 30-second ads on TV, with more to come.

YouTube is introducing 30-second unskippable ads on connected TVs, replacing the two 15-second consecutive ads that run today when advertisers target top videos through the YouTube Select program. YouTube Select offers advertisers access to a more curated, higher-quality selection of creators and publishers across various categories. YouTube's advertisers will be able to target their campaigns across these videos with longer, 30-second ads, which YouTube says better aligns with advertiser objectives and allows for "richer storytelling." The feature is arriving along with the addition of "Pause" ads on Connected TV devices, which will allow advertisers to showcase their brand when a video is paused.