Ditching a few shorter ad duration in favor of a single but longer one, YouTube is making a new advertisement offering to TV ad buyers, the company announced on Wednesday during an annual upfront event—the YouTube Brandcast—in New York.

With the announcement, YouTube claims that it is now offering 30-second unskippable ads on linked TVs, which will substitute the two 15-second duration ads known in the platform—particularly when advertisers are aiming for the top videos via the YouTube Select program.

Since its launch back in 2020, YouTube Select has been the go-to program of marketers who are looking for brand-safe, high-performing video content for their ad dollars through exclusive access to meticulously curated content creators and publishers across a variety of niches, like entertainment, music, or sports.

Citing its internal data, YouTube claims that over 70 percent of impressions today are seen on the TV screen.

Additionally, the program is also offering “Pause” ads on connected devices where brands could get wanted exposure whenever a video is paused.

Although still in the works, YouTube is also promising advertisers easier access to football fans via its suite of NFL content, which will include the addition of a new original Short series “NFL Creator of the Week” on the sport’s official YouTube channel.

In a report by The Information earlier this month, it is said that nearly half of the entire viewership of YouTube in the US takes place on a TV screen, presenting the company an opportunity to charge TV ad prices. Similarly, YouTube announced that its reach of US viewership on TV screens has reached 150 million in the last month alone.

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