Google said in an official statement that they want to provide a better advertising experience for their users, so they will end the 30-second unskippable ads in 2018.

In the year ahead, it is expected for Google to push the 6-second unskippable bumper ad format that they introduced last year.

A Google spokesman said, “As part of that, we’ve decided to stop supporting 30-second unskippable ads as of 2018 and focus instead on formats that work well for both users and advertisers.”

It is assumed that ads shorter than 30 seconds can still be made unskippable.

In an article written by Campaign, Callum McCahon, the strategy director for Born Social said, “I’m reading this as a signal that YouTube is very worried about Facebook. We know that video is right at the very core of Facebook’s roadmap. Their video offering is becoming ever more attractive to brands by the day, and YouTube is panicking.”

Do you think that YouTube is panicking? Let us know in the comments below or on Twitter @EdgeWebRadio