YouTube Tests Picture-in-Picture Mid-Roll Ads for Live Streams

YouTube is testing a new ad format for live streams, which would bring picture-in-picture mid-roll ads into eligible broadcasts.

” YouTube is testing Picture in Picture for live mid-rolls. Some viewers on select devices will start to see the new ad format within the next few months, and this change enables creators to run ads without interrupting the live stream!” — YouTube.

In September 2023, YouTube rolled out an initial test for live stream mid-rolls with a countdown timer, letting viewers know and letting streamers prepare for an upcoming ad. There was an option to delay these a little so that the ads wouldn’t appear at the worst possible moments.

The concerns of ad intrusion will be less of an issue with a less intrusive format. Although far from ideal for an advertiser, they would more suit the live stream format, and there would be more chances of engaging audiences without annoying them.

Mid-rolls have done quite well in live streams for creators. Creators who use automated live mid-roll ads have seen more than 20% growth in instream ad revenue per hour, on average, says YouTube.

This new format would definitely pique interest and perhaps act as a big incentive for more streamers to turn on ads, thereby improving the advertising possibilities of YouTube.

All in all, it’s an interesting experiment. YouTube has confirmed that this ad format is coming to some live streams within its app.