YouTube is to set scrap “unskippable” 30-second advertisements on its video service.

The Google-owned site has confirmed plans to instead focus on “formats that work well for both users and advertisers”, from 2018 onwards.

According to YouTube, more than half of its video views come from mobile users, where a 30-second ad can negatively affect users with a smaller data plan. Google will now focus on rolling out more user-friendly, bite-sized ads on its video site.

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