YouTube Fast-Tracks CTV Features Amid Surge in Usage

Video streamer saw 80% year-over-year growth on connected TV devices

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People are streaming so much YouTube on connected TV devices during quarantine that the company has fast-tracked several new features for the format.

YouTube announced today it’s rolling out skippable ads for CTV and is configuring its Brand Lift measurement studies so they can be completed on TV screens using remotes. The Brand Lift format, which has been available on desktop and mobile, surveys YouTube viewers to measure brand awareness, ad recall and other data points to help advertisers understand the efficacy of their campaigns; the skippable ad format lets viewers skip ads they don’t want to watch after 6 seconds.

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