MUMBAI: Video streaming service site YouTube has been carrying out trials to add more ads into videos.

In Google’s new blog post, it explained that interrupting viewers less often with ads correlates to better user metrics. And that is why; it has been carrying out tests which will show viewers two skippable ads back-to-back at the beginning of a video.

Google wrote, “Because when users see two ads in a break, they’re less likely to be interrupted by ads later. In fact, those users will experience up to 40 percent fewer interruptions by ads in the session. Early experiment results also show an 8-11 percent increase in unique reach and a 5-10 percent increase in frequency for advertisers, with no impact to brand lift metrics.”

This new change will first come to YouTube’s desktop experience. Mobile and TV screens will be followed with the new feature in the coming days.

The update on YouTube will look something like this with a message explaining that you can watch two ads now for fewer interruptions later.

Concluding the blog post, it wrote, “In the face of these burgeoning user trends — as well as the next wave, and the next — we’ll continue working to build the ideal video viewing experience, and keep thinking up ways to deliver value for our advertiser partners.”