YouTube is gearing up to display ads on paused videos in the near future, as disclosed during Google parent Alphabet’s Q1 earnings call. This fresh ad approach has been undergoing testing since last year, with early findings indicating a promising increase in user engagement. This shift may prompt users to consider opting for the YouTube Premium subscription to bypass ads.
If you were feeling worn out by the barrage of ads at the beginning, middle, and end of YouTube videos, brace yourself, as the platform is now considering yet another way to serve you ads. That’s right, YouTube is looking to increase ad exposure by potentially displaying ads on paused videos in the upcoming weeks.
Pause ads on smart TVs were already undergoing pilot testing, as announced during YouTube’s Brandcast event last year. Google’s Vice President Philipp Schindler revealed the outcomes of this experimental trial during Alphabet’s first-quarter earnings call. He stated, “Initial findings indicate that Pause Ads are generating robust brand lift outcomes and are capturing attention effectively.”
When you pause a video you’re watching, these ads will appear, occupying the screen while your video is paused. The video itself will shrink, and the ads will fill the player. To continue watching, you’ll have to dismiss the pause ad. This format may seem familiar, as Hulu also displays paused ads in a similar manner.
While we don’t have a precise date for when pause ads will roll out universally, given the positive outcomes from initial tests, we could expect to encounter them soon. YouTube has been notably assertive in ad placement, introducing unskippable 30-second ads last year. Furthermore, they’ve recently intensified efforts against ad blockers and third-party apps.
The uptick in ad placement might be another tactic by the platform to steer users towards their ad-free YouTube Premium subscription. It seems like a case of “annoy them until they pay up,” doesn’t it? Free users of the platform are likely to bear the brunt of this new ad format rollout on YouTube. What do you think about pause ads? Share your thoughts in the comments.
