YouTube has quietly rolled out a new 30-second non-skippable ad format for Connected TV (CTV) devices — now available in limited beta.

This addition gives advertisers a dedicated slot designed for large screens, ideal for storytelling in high-attention environments like living rooms.

Where you’ll find it

The format lives inside the YouTube Ads UI under:

Brand Awareness & Consideration → Non-Skippable → 30 seconds (CTV)
Bidding strategy: Target CPM

That means you’re buying reach and impressions with predictable cost per thousand views — no need to worry about skippable engagement or clicks.

What devices does It target?

These ads run exclusively on Connected TV environments, including:

• Smart TVs

• Chromecast

• Other large-screen devices running YouTube’s CTV app

Creative specs

• Duration: Minimum 16 seconds, Maximum 30 seconds

• Skips: Not possible — users must watch the full ad

• Best use: Product launches, brand films, and awareness plays built for the big screen

Why it matters

We’re seeing a continued push from YouTube to carve out more serious real estate for CTV as a core performance and branding channel.

For advertisers, this new format is tailor-made for:

• Owning attention on the largest screen in the house

• Delivering high-impact messaging with cinematic visuals

• Controlling the full narrative (no skips, no distractions)

If you’re already investing in YouTube creative, this is a smart format to test, especially if your audience is spending time on Smart TVs.

Thomas Eccel spotted this change.