YouTube Gives Creators More Ad Control
YouTube is rolling out major changes to how mid-roll ads work on the platform, providing creators with unprecedented transparency about ad placement while simultaneously causing confusion and concern throughout the creator community.
What’s Actually Changing?
The core change is simple but significant: YouTube is now showing creators which of their manually placed ad slots are likely to serve ads and which aren’t. This information has always been hidden from creators until now.
Key aspects of the update include:
- A new visual system showing which manual ad slots are likely to serve ads (green) and which aren’t (red)
- The ability to combine both manual and automatic ad placements in the same video
- A planned update in May 2025 that will further refine how the system determines optimal ad placement
- An opt-in feature that will automatically add automatic mid-rolls to your entire back catalog
According to Thomas Kim, who runs the YouTube Partner Program, this change isn’t about removing creator control but rather providing information that was previously hidden:
We’re not disapproving your ad slots. You could put ad slots anywhere you want in the video. What we are now doing is telling you the likelihood of getting ads if you put it there.
Thomas Kim
Why Is YouTube Making This Change?
YouTube cites several factors driving this update:
- Longer content is becoming standard, making mid-roll placement more important than ever
- TV viewing has increased significantly, changing viewer expectations around ad breaks
- Current ad placement is often suboptimal, with creators placing ads at regular intervals rather than at natural breaks
The platform claims that in testing, creators saw an average 5% increase in revenue when using a combination of manual and automatic ad placements compared to manual placements alone.
The Creator Backlash
Despite YouTube’s assurances, many creators have expressed frustration and confusion about the changes. Common concerns include:
- Loss of control: Many creators feel YouTube is dictating how they should structure their content
- Confusing implementation: The rollout has left creators uncertain about what’s happening to their existing videos
- Gaming creators feel particularly impacted, believing the system doesn’t understand their content format
- Workflow disruption: The prospect of reviewing and adjusting thousands of videos in back catalogs feels overwhelming
What This Means For Your Content Strategy
If you’re a YouTube creator, here’s what you need to know:
- For new uploads: YouTube recommends first seeing where the automatic system would place ads, then adding your own manual placements, and finally removing any automatic placements that don’t work for your content (like during brand deals).
- For your back catalog: You have until May 12, 2025, to decide whether to let YouTube automatically add mid-roll placements to your existing videos. If you opt out, YouTube recommends manually reviewing your most-viewed videos and adjusting ad placements based on the new feedback system.
- For optimal ad placement: YouTube’s system favors natural breaks in content rather than interruptions. Avoid placing ads:
- In the middle of sentences
- During action sequences
- At points that disrupt the visual flow of the video
Should You Be Worried?
While the changes may seem jarring at first, they potentially offer creators more information and control in the long run. Think of it like YouTube’s retention graphs – initially surprising but ultimately valuable for optimizing your content.
The key takeaway: YouTube isn’t removing your ability to place ads where you want, but they are telling you which placements are likely to generate revenue and which aren’t. This transparency could help you make more informed decisions about your content structure.
For creators with extensive back catalogs, the automatic mid-roll option provides a way to potentially increase revenue without manually reviewing thousands of videos. However, for your most valuable content, taking the time to optimize ad placements manually will likely yield better results.
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