Google has officially introduced “Pause ads” on YouTube to all advertisers after testing since 2023. These ads appear when a viewer pauses a video, displaying an advertisement on the side of the screen. The ad disappears when the video resumes, adding a new placement for brands to gain more visibility and impressions.
As part of YouTube’s growing advertising strategy, this initiative follows Google’s broader efforts to enhance ad solutions and drive revenue. In 2023, YouTube announced new ad formats such as 30-second non-skip ads in front of popular content, and these “Pause ads” are a natural extension of that strategy.
Google’s introduction of “Pause ads” is clearly a revenue-focused move. The company generates income based on impressions, and by placing ads on the pause screen, even when the viewer isn’t actively watching the video, they can still generate impressions, allowing advertisers to reach more viewers. The “Pause ads” allow for an additional stream of revenue while giving brands a unique placement opportunity that doesn’t feel as intrusive as in-video ads.
Google’s strategy seems to focus on maximizing every potential ad opportunity on YouTube. As YouTube has been seeing strong advertising performance, with revenue in the June quarter hitting $8.66 billion, “Pause ads” provide another way to boost impressions without significantly affecting the viewing experience. For advertisers, this placement offers a chance to capture attention during a natural break in the viewer’s experience.
For marketers, pause ads offer a chance to boost brand visibility during a natural break in the viewing experience, making them an appealing option for creating unique and impactful impressions. However, for viewers, these ads might not be as welcome. While they may seem less intrusive than traditional ads, they still represent another layer of interruption during the video experience.
As a viewer, you can find ads annoying interruptions most of the time. But this placement is like the inception of interruptions that can adversely hamper user viewing experience.
However, with YouTube Premium, you can enjoy an ad-free experience, avoiding these interruptions altogether
What are your thoughts on these new ads?