Last week, we discussed that YouTube was working on a new ad model. According to reports, ads would appear when you pause a video on your smart TV or any device running the YouTube TV app. Google’s platform has now officially confirmed these claims. More ads are on the way…
YouTube Introduces Another New Ad Model
YouTube has begun rolling out a new ad format that targets moments when viewers pause their content. Known as ‘Pause Ads,’ this format is one of the latest innovations changing the platform’s advertising strategy.
Initially tested in 2023 with a limited number of advertisers, Pause Ads were praised for their effectiveness and profitability by Google’s Chief Business Officer, Philipp Schindler, in April. Google claims this new ad format has been highly successful and has received positive feedback from advertisers.
Sleeping with YouTube or TV on, something many of us do and is often considered unhealthy, turns out not to be harmful.
YouTube’s Communications Manager, Oluwa Falodun, has confirmed that, following these positive responses, Pause Ads are now available to all advertisers.
Recently, Reddit users have noticed that Pause Ads have become more widespread. It is claimed that this new strategy is designed to make the viewer experience less interrupted. However, the platform has not provided a clear statement on whether Pause Ads will reduce the frequency of traditional ads.
As you may recall, YouTube has previously attempted to balance viewer experience by offering fewer but longer ads and added unskippable ads in 2023. It remains to be seen how this new ad strategy will affect viewer habits and how it will impact YouTube’s ad revenue in the long term.
