According to a report by AdAge, YouTube is showing viewers two ads before videos instead of one. Apparently, the change was prompted by research suggesting that users don't like to be interrupted during videos. So, instead of showing ads spread throughout a video, YouTube will now group "ad pods" in blocks at the beginning and in the middle of videos, moving the service towards a more TV-like experience. The ad pods are the latest expression of YouTube's gradually replicating a TV-like experience for viewers and advertisers. Not all videos will come with ad pods, YouTube says, depending on a variety of factors such as the length of the video. Also, viewers will be offered a prompt to dismiss the ad pods during a video and opt for the older breaks format. Whether the strategy is successful remains to be seen. "Why is online trying to replicate the TV model that we all believe is chasing consumers away from TV," says Jim Nail, an analyst with Forrester research. "This makes no sense."