YouTube’s parent company, Google, has announced it will stop featuring 30-second unskippable ads on the video sharing website as of next year.

Google said that it is concentrating on giving YouTube users a better advertising experience.

A spokesperson for the company said: “As part of that, we’ve decided to stop supporting 30-second unskippable ads as of 2018 and focus instead on formats that work well for both users and advertisers.”

Adverts briefer than 30-seconds can currently be made unskippable.

In April 2015, YouTube introduced the six-second unskippable bumper ad format. It is expected to promote this format more intensely in the coming year.