YouTube recently introduced a new type of ads, called “Pause Ads”, which are triggered when users pause the video they are watching.
The new approach is already in the testing phase and applies regardless of whether the user leaves the phone or moves away from the TV on which the app is running.
These ads were initially tested on connected TVs and showed promising results, Google vice president Philipp Schindler said in an investor newsletter. Interrupting ads don’t allow you to skip the ad or immediately resume the video before the ad ends, creating a guaranteed window of ad viewing, Android Authority writes.
This initiative comes in the context where YouTube users who do not subscribe to the Premium service are already accustomed to a large volume of ads, both at the beginning and during the videos, some of which are grouped in pairs. However, “Pause Ads” marks an evolution in the strategy of displaying ads, seeking to maximize their visibility even during times when the user is not active.
There is no concrete date for the implementation of advertisements
Schindler noted that the new ads are attracting premium prices from advertising agencies, indicating success in increasing visibility and brand impact. However, the details of the duration of these ads, the ability to ignore them or other specifics are not yet clarified, and it is possible that Google will adjust these features based on user feedback and the peculiarities of each device.
At the moment, there is no concrete date for the implementation of these types of ads, but it is expected that they will not remain limited to the TV version of the YouTube app.
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