NBC has announced that 30-second spots will not inserted into the network's online video content, reports AdAge.

NBC Universal SVP Peter Naylor ruled out the use of 30-second spots in online video. The maximum length of video ads will be 15-seconds. Shorter ads are more appropriate for the shorter-length videos that make up much of the online video world, Naylor explained.

Many of the ads submitted appear in 30-second form simply because they are repurposed from television. But Naylor feels that giving in to that pressure stifles innovation, which can only lead to a better and more profitable model.

He did note full streaming NBC shows will remain an exception to the rule. 30-second commercials have proven effective there and are expected to continue.
NBC hopes shorter ads lead to a more enjoyable user experience, thereby making its sites more popular.