YouTube rolls out ‘pause ads,’ allowing advertisers to display their ads on paused videos

YouTube first announced that it would introduce ‘Pause ads’ in 2023

Highlights:

• YouTube has officially rolled out pause ads to all advertisers globally.
• Pause ads target paused screen time and offer a “less interruptive” ad experience.
• YouTube follows other platforms like Hulu and AT&T in introducing pause ads.

Days after users reported seeing ads when pausing YouTube videos, the platform confirmed that ‘pause ads’ are now available to all advertisers worldwide.

The Verge reports that YouTube’s Comms Manager, Oluwa Falodun, said, “As we’ve seen both strong advertiser and viewer responses, we’ve widely rolled out Pause ads to all advertisers.”

‘Pause ads’ allow brands to target users with their ads when videos are not playing. When videos are paused, they show ads on the screen, including on websites and YouTube’s mobile app.

YouTube claims the feature is designed to minimize disruptions during video playback. Instead of interrupting videos with traditional ad breaks, ‘pause ads’ appear when viewers are not watching videos. This will allow advertisers to show ads without interrupting the viewing flow.

During Google’s Q1 2024 earnings call, Google’s Senior VP, Philipp Schindler, said a pilot program for ‘pause ads’ on connected TVs was a success. He claimed that ‘pause ads’ are “non-interruptive.”

YouTube is not the first to use pause ads. Hulu and AT&T have used this format for years. Sling TV added the feature in July 2024. However, while some platforms allow users to disable pause ads through settings, YouTube has not yet offered a similar option.

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