YouTube has begun a widespread rollout of pause ads for its users and advertisers, a feature first announced last year. These advertisements, which appear when a video is paused, have generated a mix of interest and concern among viewers, many of whom have taken to social media to share their experiences with the new offering. The ads manifest as pop-ups that may display either a static image or a short looping video, and YouTube decided to proceed with the rollout following positive feedback from both users and advertisers.
YouTube Reportedly Rolling Out Pause Ads Widely
Users are increasingly encountering pause ads, prompting discussions on platforms such as Reddit and Twitter. Unlike traditional ads that appear at the start or in between videos, pause ads show up specifically when a video is halted. These pop-up style ads occupy only part of the screen, appearing on the right side of the video interface for web users, while mobile app users will see them over the comment section.
In contrast to the unskippable ads that were introduced earlier this year, pause ads can be dismissed easily by tapping the ‘X’ icon located at the top right corner. The introduction of these ads is not an arbitrary decision; YouTube has been monitoring user and advertiser reactions closely.
Oluwa Falodun, a communications manager for YouTube, informed Technology News that the decision to expand the use of pause ads stemmed from a notable “strong advertiser and strong viewer response.”
According to YouTube, the objective of pause ads is to create a “less interruptive” experience for users. However, the platform did not clarify whether this new ad format would lead to a decrease in the frequency of traditional ads.
Though the reception of pause ads may not be overwhelmingly positive, YouTube is not alone in this approach. Several other streaming services, including Disney+ Hotstar, JioCinema, and Zee5, incorporate similar advertising strategies on their pause screens within free and lower-cost subscription tiers.
