Because as I said: " Youtube no more want to monetize video with little average retention time." Youtube is trying to combat facebook and twitter video, that's why Youtube is displaying more ads on video with big retention time than on video with less retention time.
In 2016 if you want a $1 RPM, I think's you need to make video with atleast between 3 and 4mn of retention time. With of course a large part of your viewers coming from "rich" country.
So... YouTube wants to combat the 30 seconds videos from Twitter and the 1:20 min. ones from Facebook (81 sec is the average Facebook video duration) with 3-4 min long videos ? Where is the logical connection ?!
Like I said before my main drop came from the fact that ads on mobile had dropped drastically and my traffic on that type of device has risen. For example today I had 60% of traffic from mobile (phones and tablets) but only 1 in 10 views had ads (10% impressions/total views).
I blame this drop in mobile ads mainly on so called
"Kids videos" who are 80% spam in my opinion. In the second half of 2015 and through 2016 this type of channels/videos saw a dramatic rise. There where channels staring from 0 to 100M views in 4-5 weeks. And 90% of the traffic for this type of videos came from mobile devices. The main problem with this type of videos is that are watched by toddlers 2-4 years old and little kids 5-6 years old and they get ads with cars, home insurance and other. I tested this myself, I cleared the history and and even open a private window and more that 80% were non related ads.
For example: now I've open one of this
kids videos in a private window and the ad that appeared is about a
dating site. How is a dating site related to kids videos and remember, I'm watching this in a private browser. Another video, ads to a clothing site for adults, another video another unrelated ads, this one to a large online shop. Two out of this three ads were video ads.
So 3 out of 3 ads on different kids videos unrelated to that type of audience, if YouTube continues with this type of nonsense, advertisers will stop promoting on YouTube. If I give money to Google AdWords to promote my business (non related to kids) and saw my ads on kids videos I'll never send them a penny.
Conclusion: Promoting a lot of spam kids videos, a lot of them have 10+ minutes enabling them to put multiple ads on one video, reduced the ads on mobile, especially in those regions where there were fewer ads like South America, Asia or East Europe/Russia. And me, like others, are affected by this.
The other week I read an article who said Google Ad buys are down with a few percent than expected. If advertisers get unrelated traffic for their money they will not invest; it's simple as that. You can't show dating sites ads on kids videos !!!
