YouTube’s new way to interrupt your viewing is going wide

YouTube Pause ads are now rolling out widely, displaying ads when users pause videos, in addition to multiple unskippable ads during playback.

The expansion has been driven by a positive response from advertisers. YouTube calls these ads “non-interruptive.”

The push for more ads seems aimed at encouraging more users to subscribe to YouTube Premium.

YouTube has officially announced the widespread rollout of Pause ads on its platform. This means that in addition to enduring multiple unskippable ads, users of the free version of YouTube will now also encounter ads when they pause a video.

Oluwa Falodun, YouTube’s Communication Manager, confirmed the expansion in a statement to The Verge, stating that the response to Pause ads has been positive from both advertisers and viewers. “We’ve since widely rolled out Pause ads to all advertisers,” Falodun added.

YouTube has been experimenting with Pause ads for some time. Back in April, Google’s Philipp Schindler reported encouraging results from these tests, describing Pause ads as a new “non-interruptive” format that appears when users pause a video. It remains uncertain whether this broader implementation of Pause ads will lead to fewer regular ad breaks during video playback — although that seems doubtful.

What do you think about Pause ads on YouTube?

ouTube users are already seeing more frequent Pause ads on smart TVs. Some have even reported seeing them on YouTube’s mobile app. With the company’s confirmation coming in, it’s just a matter of time before Pause ads become a new normal for YouTube users.

Pause ads on YouTube are an interesting concept from an advertising standpoint. These ads appear when a viewer pauses a video, providing a moment for brands to engage the audience without interrupting the content they’re watching. Here are a few perspectives on pause ads:

Pros:

1. Non-Intrusive: Since these ads appear when the viewer has already paused the video, they don’t interrupt the viewing experience. This can make them feel less intrusive than traditional pre-roll or mid-roll ads.
2. High Engagement Potential: Viewers who pause a video might be more likely to notice and engage with the ad, as they’re already taking a momentary break from the content. The pause could offer a unique opportunity for brands to capture attention.
3. Creative Opportunities: Advertisers can create ads that acknowledge the pause, making the ad experience feel more personalized and integrated with the viewer’s actions.

Cons:

1. Viewer Frustration: Some viewers might find any ad appearance, even on pause, annoying, especially if they feel that it clutters the interface or slows down their ability to resume the video.
2. Limited Effectiveness: If viewers pause videos briefly, they might not engage with or even notice the ad, potentially limiting the ad’s effectiveness.
3. Overload of Ads: With the increase in different ad formats, there’s a risk of ad fatigue, where users become overwhelmed by the sheer volume of ads on the platform, including these new ones.

Overall Impact:

Pause ads could strike a balance between effective advertising and a good user experience if implemented thoughtfully. However, their success will likely depend on how well they are received by viewers and how creatively advertisers use the format.