My Thoughts on YouTube’s Mid-Roll Ads

I think I respect my viewers a lot more than other creators respect theirs.

I’m officially what’s referred to as a YouTube Creator. That’s someone who regularly creates content for publication on YouTube, a platform that gets thousands, if not millions, of new videos a day. Much of that is junk but a lot is actually good, valuable content. And some is really high quality, useful/entertaining material. I like to think that my content falls into that middle category — better than junk but not as good as the really high quality stuff. I do what I can with the materials and skills I have. And unlike other Creators there, this isn’t my full-time job and I don’t have a bunch of corporate sponsors feeding me cash. I set priorities in my life and YouTube content creation isn’t at the top of that list.

And now for a shameless plug…

If you like helicopters and/or flying and want to watch videos about helicopters/flying without a lot of hype, I hope you’ll try my channel, FlyingMAir. Many of the videos put you in the cockpit with me as I fly around and talk about what I’m seeing and doing. If you like it, subscribe and tell your friends.

That said, I am fortunate enough to be allowed to monetize my channel. I have 63,000+ subscribers (as I type this), a number that has been climbing steadily for the past few years. I’m not sure if the requirement is 1,000 subscribers or 10,000 subscribers for monetization, but I’ve met it. That means that I get a teeny tiny cut of whatever YouTube gets for placing ads before, after, and possibly during my content.

How teeny? It’s currently hovering around $3 per 1,000 views. So yeah — when 1,000 people watch one of my videos, I currently get about $3. Not exactly a wealth building opportunity for me. Sunday’s video, which has been out for 48 hours as I’ve typed this, has earned me about $5. (Thanks, viewers!)

Of course, one of the reasons this number is so low is because I only allow three kinds of advertising on my content and I allow them in only two places. Yes! Creators can specify what kinds of ads appear and when they appear! There are five kinds and three locations and this image from one of my video’s settings pretty much explains them:

YouTube Ad Types and Locations
This is how I normally set options for my videos.

YouTube’s advice — which apparently lots of Creators heed — is to turn on all ad options. YouTube wants the opportunity to sell ads everywhere, even though it does not display ads on all videos. (It’s about 60% for mine and I only make money on my videos when ads are displayed on them.)

My school of thought is this: I need ads on my videos to monetize them. (Yes, I know I’ve got Memberships and Patreon set up for my channel but not everyone can or wants to chip in with real money. Honestly, without monetization, I would not be motivated to create content regularly.) But I don’t want ads to ruin the viewing experience. So where can I put them to be the least obnoxious? The answer is before and after the video using ads that don’t obstruct or interrupt the content. That’s the settings you see above.

Some of my older videos might have Overlay ads and Sponsored cards selected, so don’t be surprised if you see some of those for content published before mid 2019. I don’t think I have During video turned on for any videos. And that’s what this post is about: mid-roll ads that appear during the video.

I’m a big YouTube viewer. I don’t have regular TV in my home. No cable or satellite, no antenna to pick up local broadcasts. I have whatever my smart TV or laptop can pick up through a wicked fast fiber Internet connection: Netflix, Amazon Prime, YouTube, and a variety of other channels I subscribe to or get for free like PBS, Lynda.com, and the Great Courses. I use YouTube to learn new things — even things I don’t need to know — and get ideas. To keep my brain going.

And, as a YouTube viewer, there is one thing I absolutely cannot stand: mid-roll ads. You know what I’m talking about. The ads that appear suddenly and without notice, sometimes in the middle of an onscreen sentence, disrupting the video with something you absolutely do not care about.

Mid-roll ad announcement
This “card” appeared in my YouTube Studio dashboard about a month ago and is still there.

Until recently, mid-roll ads were only available on videos 10 minutes long or longer. But recently, YouTube announced to creators that the ads were now available to videos 8 minutes long or longer. And oh, by the way, this feature will be turned on by default for all your new videos unless you change it by a certain date. (I immediately changed it for my channel.)

I need to point out something important here. Creators who enable mid-roll ads have the ability to specify points where the ads may appear. So say a Creator has made a video that shows a 4-step process with cuts between each step. Logically, a good place to put a mid-roll ad would be at one of those cuts. This is less intrusive in the content. But what I’ve seen lately as the number of mid-roll ads grows on YouTube is that Creators aren’t bothering to set up ad locations. They’re just letting them appear wherever YouTube puts them. The ultimate in annoying for viewers.

To me, allowing mid-roll ads to interrupt your content in such an annoying way is the ultimate way to tell your viewers that you don’t give a damn about their viewing experience. The only thing that matters to you is the fractions of pennies of ad revenue you’ll get by allowing that ad to appear.

And I think there’s something seriously wrong with that attitude.

I’ll admit it here: I’ve begun leaving comments on videos with disruptive ads asking the Creator to turn off mid-roll ads. And I think you should, too.

Of course, there is a way to get rid of all ads on YouTube — and it doesn’t necessarily hurt Creators. You can sign up for YouTube Premium. My understanding is that for $11.99/month, in addition to adding features to YouTube, it also removes ads from content. If you watch enough YouTube, you might find it worthwhile. I don’t watch that much YouTube and I’d rather see my money go directly to a Creator via Membership or Patreon support.

The only thing I’m really left wondering about is this: because I have disabled some YouTube ad options — rather than turning them all on as YouTube recommends — am I triggering some sort of penalty that keeps my videos out of search results? Is there some under-the-hood activity in the bowels of YouTube that will punish me for not flooding my videos with ads by simply limiting the number of potential new viewers? That’s something I’ll likely never know.

Notes on Coronavirus Trends

How can we open our economy when fewer than 2% of all Americans have even been tested?

There’s a disturbing notion going around right now. A lot of folks seem to think that because a few major COVID-19 hotspots are past their peak — or close to that point — we’re ready to open up the U.S. economy, get back to work, and get things back to normal.

The people saying this are obviously out-of-touch with reality.

Don’t get me wrong. I’d love things to go back to normal. Part of my income comes from selling the jewelry I make at art shows. I’ve already had four shows cancelled — Borrego Springs in California in March, Art Under the Elms in Idaho and Apple Blossom Days in Wenatchee in April, and the Guild B Art Show in Chelan in September. I’m on the calendar for Leavenworth’s Village Art in the Park for two weekends in May, including the exceedingly profitable Memorial Day Weekend, but I suspect they’ll be cancelled, too. And even my helicopter business took a hit: the big airport event in June where I do hundreds of rides with one or two other pilots was cancelled. So yes, this is hurting my bottom line a bit, although admittedly not as much as the folks who have lost their primary (or sole) source of income because of business closures. (My main business is agricultural flying and that’s still essential here.)

But let’s be real here. Despite the constant steam of misleading information coming out of the White House multiple times a week, the U.S. is far behind many other countries with its testing for COVID-19. Just the other, the new official liar press secretary claimed on Twitter that over 4 million Americans had been tested. There are two problems with this:

  • It doesn’t jive with the numbers being reported on the far more trustworthy Johns Hopkins COVID-19 Dashboard, which is updated throughout the day every day for every country on earth. As the White House was claiming “over 4 million,” Johns Hopkins reported 3.7 million.
  • The percentage tested — even if it were 4 million — is still less than 2% of the total U.S. population of 331 million people.

One of the more insidious traits of COVID-19 is that a person can be infected and not show any symptoms. Or just show minor symptoms. So they could be walking around, infecting people around them without even knowing they’re sick.

And get this: under the rules in place in the U.S., these people don’t even qualify for testing!

Indeed, you have to be pretty sick to get tested, which is probably why nearly 20% of those tested actually have the virus and nearly 5% of those people die from it.

Wondering where I got those numbers? They’re from Johns Hopkins with a little extra math applied. I built a spreadsheet yesterday and will try to update it daily. Here’s what I have so far:

Covid Math
Percentage testing can only rise as we test more people, but I’d like to see it over 50% and we have a long way to go. I color coded (using conditional formatting) the other two percentages; green is good and red is bad.

My little spreadsheet doesn’t just offer numbers. It calculates percentages and identifies trends. The way I see it, we want the percentage of population tested to rise, the percentage of confirmed cases to drop, and the percentage of deaths among confirmed cases to drop.

Based on this data, we’re not even close to opening the country for business again.

The only way we will be ready is if we #TestEveryone, quarantine those who have the virus, and trace those people’s contacts to ensure they’re tested and, if necessary, quarantined, too. We need to keep those who carry the virus away from the general public and the only way we can do that is to (again) #TestEveryone.

So as much as I’d like to set up my show tent in Leavenworth for Mother’s Day weekend next month, I’m hoping that the U.S. can do what it needs to do to get this virus under control before then. And with the amount of misinformation and finger pointing coming out of the White House, I seriously doubt that will happen anytime soon.

When Retailers’ Coronavirus Policies Do More Harm than Good

My take on two examples of virus protection theater.

I went to two retail stores yesterday and saw both good and bad. The good was mostly on the part of customers; the bad (or dumb, at least) was mostly on the part of the retailers. I’ll try to keep this brief.

At Fred Meyer Supermarket

I do my grocery shopping early in the day when the supermarket is least crowded here. My local Fred Meyer has a “vulnerable person” shopping hour most mornings from opening at 7 AM to 8 AM. I don’t consider myself in that category — too young and not “at greater risk” — so I try to get there just after 8 AM.

I should mention here that I would use Fred Meyer’s curbside pickup service, but ordering my groceries and then waiting 2 to 3 days to pick them up just doesn’t work for me — especially since I invariably remember other things I need and can’t add them to my checked out (but not paid for) cart.

Yesterday I came prepared with disposable gloves and a homemade face mask. I was thrilled to see about half the other early shoppers also wearing masks and/or gloves. I was disappointed to see that the only store employee wearing a mask was the woman making sushi.

But the thing that bugged me? The fact that even after handling all of my groceries and the groceries and possibly cash and coupons from previous customers, the cashier refused to pack my reusable shopping bags. Apparently, this is a store policy. It’s okay for her to use her germy hands to pack my groceries in a dozen flimsy plastic store bags, but not okay for her to use the same germy hands to pack my bag because it might have — get this — germs on it.

Oh, and get this: she was wearing gloves.

And no, she wasn’t putting on a fresh pair of gloves between customers. Or after handling money.

And when I pointed all this out to her, trying to be as friendly as possible about it, she got very defensive. “Store policy,” she told me. “It protects me.” To which I wanted to reply “bullshit,” but kept my mouth shut. She’s on the front lines, after all. I hope she doesn’t really think that one pair of gloves that she wears all day long are protecting her.

So on my way out I stopped at the service desk to make two points:

  • First was a request that every employee in the store who handles food or money wear a mask. I think that suggestion was well received.
  • Second, was the point that the customer bag thing made no sense for the reasons I outlined above. “Store policy,” I was told. 🙄

Hey, Fred Meyer? How about giving this some real thought instead of engaging in virus protection theater?

At Home Depot

Last week, I ordered an odd tool from the Home Depot website. To save on the cost of shipping, I had it delivered to the store for pickup. I assumed — incorrectly, apparently — that it would be put on a truck to the store and get there within a few days. So when I went to pick up a lumber order, I was surprised that it wasn’t already there.

About that pickup last week. I went to the special orders desk where I waited on line behind another customer. Large empty bins had been set up in front of the counter so customers couldn’t get right up to it. I waited at least six feet behind the person there. When it was my turn, I stepped right up. I then waited at least 20 minutes for the two women there to get my order up on one of the three computers. This required them to laugh a lot about how slow the computers were, restart the computers one by one, use the intercom to call a lumber department guy, and use the phone to call someone who apparently knew how to use the computers they had been put in front of. Yes, my lumber order was ready but no, that tool had not arrived. That meant a second trip to the store. Okay.

That second trip to the store came yesterday. I immediately noticed a change in the front entrance. They’d put cones and tape out to funnel all customers into a narrow channel. We’d have to get our carts elsewhere; fortunately, I didn’t need one. A woman at the end of the funnel asked me if I needed to go to the service desk. When I said yes, she escorted me away from the mouth of the funnel and into a holding area with a chain across it to prevent me from wandering out. “I have to make sure there’s less than four people at the counter,” she told me.

Okay.

She went into the front of the store and yelled in. Someone yelled back. She came out and opened the hook on the chain to let me out of my pen. I walked into the store. There were no customers at the counter.

Okay.

It was the same woman at the desk who’d laughed about the slow computers the previous week. I gave her my name. I had to do it twice. (Langer, which I said and spelled, is apparently difficult for some people. Six whole letters, after all.) She finally found my order. It was in a padded UPS envelope.

I gawked. “They sent it UPS?” I asked.

“Yes.”

“Why didn’t they just send it to me?”

“You asked for store pickup, didn’t you?”

This blew my mind. Home Depot was shipping to its own stores by UPS without charging me anything for the shipment when they could just as easily send it to me to save me time and save their staff the bother of dealing with me and my (potential) germs.

I signed the keypad with a gloved hand, then tucked the envelope under my arm and headed back the way I’d come, to the door just 15 feet away.

“You can’t go out this way!” two women shouted almost in unison. “You have to go around to the main exit.”

“But the door is right here,” I said. “This is the way I came in.”

A third woman joined in. She was apparently the manager. I don’t remember exactly what she said, but she wasn’t going to let me exit through that door. Instead, she expected me to walk through the entire front of the store, past unmasked customers and staff, through the checkout area with more people in it, to go out a different door.

And have I mentioned that there were no customers at all near the entrance door I wanted to use? The door just 15 feet away?

An argument ensued with me pointing out the stupidity of what they were asking me to do. Honestly, I should have gone through anyway. What would they have done? Tackled me to the ground? But I walked where they told me to, holding my breath for most of the way, and left the store, likely for the last time.

Fortunately, we have a Lowes in town and I had a good experience with a lumber pickup from them two weeks ago. (I just ordered 100 edging stones from Lowes for pickup later this week. I know there won’t be any bullshit.)

So after spending at least $30,000 in my local Home Depot since 2013 — building supplies, appliances, cabinets, countertops, gardening supplies — I’m making the switch to Lowes. I have zero tolerance for stupidity and this was the apex of stupidity.

Virus Protection Theater

Making up stupid rules about shopping bags and special entrances is nothing more than virus protection theater. I equate it to the TSA not allowing more than 3.4 ounces of liquid in a container through security. The rule looks good and might sound good with their explanations, but when you think about the reality of it, it’s downright idiotic and can do more harm than good.

If you’re a retailer looking for ways to protect your employees and customers, it’s pretty simple:

  • Provide cloth masks for your employees. (Leave the N95s for hospital staff and emergency medical workers.) Encourage, though the use of signs, your customers to wear cloth masks, too.
  • Encourage, and where necessary, enforce a 6-foot rule for spacing between employees and customers. Reminder signs and floor markings where people line up should be enough.
  • Prevent crowds in your store by, if necessary, limiting the number of people who enter. (I can only assume that’s what Home Depot’s fancy funnel was all about and I have to wonder who’s going to keep track of how many people are inside.)

That’s a good start. Don’t make stupid rules — don’t engage in virus protection theater.

Longing for a Leader

The Queen’s speech reminds me that America has no leader.

I was taking my trash to the “curb” (2 miles away) when Her Majesty The Queen of England spoke from Windsor Castle on live television to her people. The rest of the world listened in. I heard about the speech on Twitter and it only took a moment to find a video of it, tweeted by @RoyalFamily:

I watched it. And I cried.

I cried because I miss the days when Americans had a leader who could speak so eloquently, so selflessly, so encouragingly to the people of our country to help us through difficult times.

I cried because I miss the days when America was a country I could be proud of, with a leader who could actually lead.

As an American, I’m tired of being lied to and treated like an idiot by Trump’s administration. I’m tired of being angry as I sit by helplessly watching the grifter-in-chief enrich himself, his family, and his friends at the expense of taxpayers. I’m tired of poor decisions taking us backwards, step by step, in science and ecological responsibilities. Of broken promises making enemies out of friends. Of a man who is making us the laughing stock of the world every time he opens his mouth.

I’m tired of a president who spews hate and bigotry that divide our country, turning friend against friend and ripping families apart. Of the constant stream of outrageous statements or behaviors to distract the people from what’s really going on behind the scenes — the political maneuvering to take down opponents and get away with whatever he wants.

And I’m sick about the way Trump has handled the entire coronavirus situation, from the moment he first addressed the issue and downplayed its potential consequences to his daily rally substitutes full of lies and misinformation to more recent revelations regarding him sending emergency equipment to red states when blue states were in dire circumstances.

So as I watched the Queen address her people for only the fourth time in her 68 years of reign, all I could think about was how calming and encouraging and adult her words were. She was saying what needed to be said to encourage Britons to do the right thing, to work together to stop the spread of the virus. She was complementing them on their efforts, she was praising the emergency medical workers, she was admitting that it wasn’t going to be easy but by working together they’d all get through it. She was bringing her people together.

She wasn’t downplaying the problem. She wasn’t pointing fingers or making excuses. She wasn’t playing political games. She wasn’t bragging about her ratings on Facebook or complaining that people weren’t being nice to her.

No. That’s because she’s an adult. Because she’s a leader — even if in name only — who knows how to lead.

And that’s why I cried. I cried because that’s what I want to see in America, too.

I can’t wait until we get this orange clown and his cronies out of office.

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Fighting Coronavirus with Masks

Making masks a requirement could help shorten our lockdown.

Here’s the deal: the coronavirus is extremely contagious. It spreads primarily from people’s noses and mouths when they cough, sneeze, or even talk. While the 6-foot rule does help prevent the spread, covering your nose and mouth with something — anything — will help even more.

The big problem is that some people who have coronavirus have few or no symptoms. They’re carriers who are lucky enough not to feel the affects of the illness. But they can still make other people sick! And if they don’t show any symptoms or don’t have serious enough symptoms to suspect they have it or can’t/won’t get tested, they can’t know they have it. They’ll go out to buy groceries or dog food or work in their essential jobs. And every time they cough, sneeze, or talk, they’re spreading virus germs that can make other people sick.

Listen to the CDC

The Centers for Disease Control provides lots of advice for fighting the virus, including this:

CDC continues to study the spread and effects of the novel coronavirus across the United States. We now know from recent studies that a significant portion of individuals with coronavirus lack symptoms (“asymptomatic”) and that even those who eventually develop symptoms (“pre-symptomatic”) can transmit the virus to others before showing symptoms. This means that the virus can spread between people interacting in close proximity—for example, speaking, coughing, or sneezing—even if those people are not exhibiting symptoms. In light of this new evidence, CDC recommends wearing cloth face coverings in public settings where other social distancing measures are difficult to maintain (e.g., grocery stores and pharmacies) especially in areas of significant community-based transmission.

The solution? Require people to wear masks when out in public. This covers their mouths so they keep their germs to themselves.

Now I know what you’re saying. I can hear you screaming it from here. There’s a mask shortage! Masks should go to medical professionals!

Yes. I agree. Surgical masks — especially those designated as N95 — should must go to medical professionals and first responders.

But that doesn’t mean you can’t make or buy your own relatively effective mask. There are tons of instructional videos online these days; I shared one in yesterday’s blog post; I made that mask for myself. Just yesterday I saw a tweet with a picture of a mask made from a folded blue shop towel, rubber bands, and staples. And masks are widely available online from folks with sewing skills — check Etsy.

Homemade face mask
Here’s the mask I made for myself yesterday with the instructions in the video I linked to above and in yesterday’s blog post. It’s cotton fabric from an old set of curtains. Machine washable and durable, I expect it to last as long as I need it to. I’ll probably make a few others so I can always have a clean one handy when I head down into town.

I was in town briefly yesterday and was glad to see a handful of people wearing masks. But what I’d really like to see is everyone wearing masks.

Remember, while you wearing a mask probably won’t keep you from getting sick, it will keep you from spreading the virus to someone else. If everyone wore masks, we’d greatly reduce the spread of the virus — and maybe we can all get back to something a little closer to normal life than what we have now a little sooner.